How To Get Your Online Information To Be Transparent Online
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- Cornelia Randall
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1 The Non-Transparency of Key Online Words Joseph Turow Annenberg School for Communication University of Pennsylvania
2 Marketers are using words and actions aimed at calming publics over privacy but that actually change the words meanings. l Privacy policy l Location tracking l Do Not Track icon
3 Privacy policy Question TRUE FALSE DON T KNOW REFUSED If a website has a privacy policy, the site cannot share information about you with other companies, unless you give the website your permission * Question asked by Princeton Research Associates International of a national wireline and cell telephone survey of 1,503 adult Americans during April and May, For more on the method, see Turow, Delli Carpini, Draper, and Howard-Williams, Americans Roundly Reject Tailored Political Advertising, Annenberg School for Communication, University of Pennsylvania, July 2012:
4 From Turow, Delli Carpini, Draper, and Howard Williams, Americans Roundly Reject Tailored Political Advertising, Annenberg School for Communication, University of Pennsylvania, July 2012: No even higher when how data are gathered is disclosed.
5 When asked in a recent US national survey l 70% said they wouldn t want Facebook sponsored ads in the political realm l 85% said they would get angry if Facebook was sending me ads for political candidates based on my profile information that I had set to private. From Turow, Delli Carpini, Draper, and Howard Williams, Americans Roundly Reject Tailored Political Advertising, Annenberg School for Communication, University of Pennsylvania, July 2012:
6 Ad Icon TRUE FALSE DON T KNOW REFUSED When you go online, you often see a small triangle with the words "AdChoices" next to ads * If you see the words "AdChoices" next to an online ad, it means you can get the company that sent you the ad to stop sending you certain TYPES of ads * From Turow, Delli Carpini, Draper, and Howard Williams, Americans Roundly Reject Tailored Political Advertising, Annenberg School for Communication, University of Pennsylvania, July 2012:
7 Location Tracking l GAO study l Mobile sites do not explain well in privacy policies what they and/or their advertisers do with location data.
8 Location is a core value-added for marketers and publishers especially in mobile l The growth of contextual advertising that takes location, social-relations, intention to buy, psychographics, and demographics into account
9 So what? l The harms l Anonymous is not really anonymous and this can lead to problems for the individual. l Even with anonymity, there are increasing possibilities for social discrimination regarding learning about the world, seeing ads, getting discounts, reputation, status, and more l Possible increasing social tensions and distrust of institutions (including government) around the issue of who is target and who waste.
10 One concrete, easy suggestion: l New criterion for using the label privacy policy on web and on mobile: l If a privacy policy does share information without user permission, it should not be allowed to be called a privacy policy. l Call it How we use your information. l That will begin to bring marketers vocabulary in line with common, public understanding.
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