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 laws: Important role for consent OECD Privacy Guidelines APEC Privacy Framework Hong Kong Privacy Ordinance EU Data Protection & e-Privacy Directive US Federal Trade Commission … …

Behavioural studies: People always click OK Whateverbutton, Borra & Stevenson 2007

Informed consent doesn’t work 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 Marotta-Wurgler 2011, Cranor & McDonald 2008

Tracking wall, NL Public broadcaster

Tracking wall, NL Public broadcaster No consent, No access

Tracking wall, RTL

Tracking wall, RTL No consent: No access

Look beyond informed consent

Data protection principles should fully apply Those profiles are not “anonymous” They are personal data

Rules for personal data processing: - Not excessive - Fair and transparant - … - …

Debate needed: Which practices are acceptable in our society, and which not?

Specific prohibitions?

Specific prohibitions? - No tracking walls in certain contexts - No tracking at all in certain contexts (Public service media, government websites … )

Conclusion Focus more on protecting people Focus less on empowering people

Thank you!