Despite an online method to report apparently 'safe' crimes, Suffolk police revealed sensitive information about victims via Facebook's Meta Pixel tracking tool. In spite of apparent protection, the information, including the crime category and user profile code, was transferred. The controversy makes clear the necessity for better data protection and privacy regulations to safeguard vulnerable people. Former victims' Commissioner Dame Vera Baird condemned the circumstance, stating that although individuals believed they were dealing with a governmental entity, they were dealing with Facebook and the unpredictable advertising world.

According to the report, Norfolk Police and Suffolk Police utilised the tracking tools for recruiting. After realising the more immense consequences, they eventually cancelled the relevant Meta Pixel, as they claimed in a joint statement.

Meta has made clear that it has a policy against transmitting private information through professional tools. The representative of Meta advises marketers to employ suitable enforcement strategies and filter sensitive data to avoid similar instances.