MUMBAI: While social media giant Facebook promised to prioritise user data privacy amid widespread controversy, the company is going to launch its much-awaited privacy tool titled 'Clear History' later this year. This new feature would enable users to delete their information collected by Facebook through third-party apps and websites.

The step has been taken at a time when Facebook is under scrutiny by regulators as well as facing backlash worldwide for lack of data security. Following Cambridge Analytica scandal, the feature was announced in May 2018.

Facebook CEO Mark Zuckerberg described the tool as a "simple control to clear your browsing history on Facebook—what a user has clicked on, what websites they visited etc". Facebook's chief financial officer David Wehner revealed that the Clear History tool was in development and could be expected to launch later this at the Morgan Stanley, Media and Telecom Conference in Barcelona.

Wehner said the new feature would give Facebook headwinds affecting its ability to target users with adverts. "We want to make sure this works the way it should for everyone on Facebook, which is taking longer than expected," the social media giant said according to media reports.

"In your web browser, you have a simple way to clear your cookies and history. The idea is a lot of sites need cookies to work, but you should still be able to flush your history whenever you want. We're building a version of this for Facebook too," Zuckerberg wrote earlier in a personal post on Facebook after the announcement.