Admiral had announced a scheme to scrutinise the personalities of first-time drivers by scouring their Facebook profiles.

An insurer’s plan to analyse the personalities of first-time drivers by checking their Facebook profiles has been blocked.

Announcing its firstcarquote scheme, Admiral said it would use an algorithm to examine social media pages to determine whether prospective customers would be careful drivers.

The firm claimed that those who opted-in could receive a discount of up to 15%.

However, Facebook has said it would be against its guidelines to allow Admiral to offer customers reduced quotes in return for access to their profiles.

Admiral has subsequently postponed the scheduled launch of its firstcarquote app.


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