As Mark Zuckerberg testifies to the US Senate, and grimly accepts the inevitability of regulations on the social media giant, we now have an excellent opportunity to define the bounds of that regulation, to ensure the kinds of malfeasance that Facebook has been repeatedly caught out for never happens again.

Everything centers on transparency. Transparency shines the light onto internal processes intentionally kept opaque in the name of ‘trade secrets’ and ‘competitive advantage’. Code for ‘maximum extractive capacity’. However, as Facebook COO Sheryl Sandberg effectively admitted last week, its users are the product. Those same users can demand rights—privacy rights, and, arguably, moral rights—on how their personal data gets used, by whom, when, where, and for how long.