A New Mexico jury on Friday found Facebook liable for deceiving users about privacy protections on the platform in the latest legal setback against the social media giant that has already cost it billions of dollars.

The jury found over 43 million violations of state consumer protection law and it is now up to the judge to determine how much the company would pay, with attorneys representing the state asking for the maximum $5,000 penalty per violation.

“The verdict marks a significant victory for New Mexico consumers and holds one of the world’s largest technology companies accountable for its conduct,” the New Mexico Department of Justice said in a statement.

A New Mexico jury on Friday found Facebook liable for deceiving users about privacy protections on the social media platform. CEO Mark Zuckerberg, in February. Anadolu via Getty Images

The two-week trial in Santa Fe centered on accusations that Facebook deceived users about a data breach stemming from a third-party personality quiz that harvested data from roughly 87 million profiles and sold it to a political consulting firm, Cambridge Analytica, to generate targeted ads.

The now-defunct firm’s clients included the 2016 campaign for Donald Trump.

Jurors sided with prosecutors, finding Facebook made deceptive statements about protecting users’ data that affected New Mexico’s entire population of more than two million people.

The jury also found Facebook misled the public about investigations into third-party app developers that harvest user data following the Cambridge Analytica scandal.

Facebook claims state’s evidence was ‘outdated’

“We disagree with the verdict and will continue to defend ourselves against efforts to distort our record,” said Alex Burgos, a spokesperson for Meta in an email.

During closing arguments, lawyers for Facebook claimed the state’s evidence was outdated and that despite having five years to gather material, New Mexico found only one other instance of a data breach.

The trial also addressed Facebook’s policies for removing harmful content. The state claimed the company favored certain accounts and allowed for violent, or inaccurate, content to proliferate. Facebook denied the claims, arguing the company has adapted its policies since the state’s lawsuit was filed in 2021 and that it removes 99% of content that violates standards.

Clients of the now-defunct Cambridge Analytica included the 2016 campaign for Donald Trump. AFP/Getty Images

The jury reviewed 34 statements made by the company about data protections and content policies, finding the company deceived users about its practices in almost every case.

In one of the few wins for the defense, jurors found the state didn’t prove that Facebook made false claims about removing harmful content, including misinformation about the COVID-19 pandemic.

Zuckerberg testifies on Capitol Hill in 2018 about the he use of Facebook data to target American voters in the 2016 election and data privacy. APAttorney for state said Facebook profited off harmful content

In a deposition played for jurors, CEO Mark Zuckerberg said the company had robust systems to determine whether content should be taken down. During closing arguments, Randi McGinn, an attorney representing the state, argued that Facebook profited off harmful content, which lawyers for the company denied.

“Meta’s platforms are forums for free expression. We have a First Amendment right to manage those platforms in a way we believe best serves the interests of our community. This means prioritizing free speech, protecting our users’ information and giving them control over their data,” said Burgos.

Judge will decide penalties at later date

The judge will decide on penalties at a later date, but that hearing hasn’t been set yet. It will be up to the state to decide where the money will go. The state is also seeking an injunction to stop similar practices in the future.

In one of the few wins for the defense, jurors found the state didn’t prove that Facebook made false claims about removing harmful content, including misinformation about the COVID-19 pandemic. AP

In August, Meta agreed to pay up to $18 billion to settle a multistate lawsuit involving child safety issues. Buried in the 130-page settlement was an agreement to release Meta from future liability related to the Cambridge Analytica privacy breach, making New Mexico the only state to decide to pursue a case on its own. Florida was the only other state that did not sign the settlement, saying it was not tough enough on Meta, leaving the door open for future litigation.

Also this year, New Mexico won judgments totaling $942 million from Meta in a two-phase trial about the company’s safety protections for minors. The court ordered Meta to implement new safeguards, including age-verification technology and time limits on its platforms.