A tool aimed at newly qualified drivers has been blocked by Facebook.
The insurer Admiral intended to use Facebook to detect people who seem overconfident, looking out for overuse of exclamation marks and trigger words like "always" or "never" instead of "maybe" counting against them.
The use of big data by business is not something new however, this has for the time being, drawn a line in the sand and is a significant victory for privacy in an ever intrusive world.
Facebook has blocked attempts by the Admiral insurance company to adjust user's car insurance costs based on posts they publish on the social network. The feature was designed to analyse the language used by Facebook users in posts, as well as check what they have 'liked' on the site in a bid to lower the cost of their car insurance. Admiral said the service, which was due to launch during the week beginning 1 November, would be entirely voluntary and would not look at photos or other content posted on Facebook.