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Improving Privacy Protection in the area of Behavioural Targeting
- Dr. Frederik Borgesius
Privacy & Innovation, Hong Kong 8 June 2015
Improving Privacy Protection in the area of Behavioural Targeting - - PowerPoint PPT Presentation
Improving Privacy Protection in the area of Behavioural Targeting - - PowerPoint PPT Presentation
Dr. Frederik Borgesius Improving Privacy Protection in the area of Behavioural Targeting Privacy & Innovation, Hong Kong 8 June 2015 Behavioural targeting: tracking Targeting Targeting Targeting Targeting Tracking Tracking Current
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Targeting
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Targeting
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Targeting
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Targeting
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Tracking
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Tracking
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OECD Privacy Guidelines APEC Privacy Framework Hong Kong Privacy Ordinance EU Data Protection & e-Privacy Directive US Federal Trade Commission … …
Current laws: Important role for consent
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Behavioural studies: People always click OK
Whateverbutton, Borra & Stevenson 2007
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0.1 - 1 % of people clicks on privacy policy Those people don’t look long enough to read Several weeks a year needed to read all privacy policies we encounter
Informed consent doesn’t work
Marotta-Wurgler 2011, Cranor & McDonald 2008
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Tracking wall, NL Public broadcaster
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Tracking wall, NL Public broadcaster
No consent, No access
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Tracking wall, RTL
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Tracking wall, RTL
No consent: No access
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Look beyond informed consent
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Data protection principles should fully apply Those profiles are not “anonymous” They are personal data
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Rules for personal data processing:
- Not excessive
- Fair and transparant
- …
- …
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Debate needed:
Which practices are acceptable in our society, and which not?
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Specific prohibitions?
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Specific prohibitions?
- No tracking walls in certain contexts
- No tracking at all in certain contexts
(Public service media, government websites…)
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Focus more on protecting people Focus less on empowering people
Conclusion
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