Industry Ideals Barriers in Using Alternative Privacy Policies

While privacy policies were developed with the aim of helping users understand their participation in the data economy, they often fail to serve this purpose. Highly complex and extensively lengthy policies have resulted in extremely low levels of user interest and engagement, leading to the users being unaware of the personal data exchange they are involved in. There is an increasing interest in industry to shift from this pattern and move towards alternative models of privacy policies that are more engaging and less intimidating to the average user. In this paper, we outline the results of an industry workshop that explores service provider views, ideals and challenges associated with the move towards alternative models of privacy policies. The results show that providing accountability and maintaining a sustainable and trustworthy customer relationship are the key drivers for this move and focusing on user-centered data practices that enables more active user participation in this scenario is the prescribed method for this shift. The call for interdisciplinary involvement to help cater to the technological, legal, regulatory and ethical demands of this move are also highlighted.

Content

Author and article information

Contributors

Neelima Sailaja

Rhianne Jones

Conference

Publication date: July 2017

Publication date (Print): July 2017

Pages: 1-6

Affiliations

[0001]University of Nottingham

Nottingham, UK

[0002]BBC Research and Development

MediaCity, UK

Article

DOI: 10.14236/ewic/HCI2017.12

SO-VID: b74ce35f-e89c-4daf-a877-cbda2c4b134d

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This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: Proceedings of the 31st International BCS Human Computer Interaction Conference (HCI 2017)

Conference acronym: HCI

Conference number: 31

Conference location: Sunderland, UK

Conference date: 3 - 6 July 2017

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: digital make-believe, with delegates considering our expansive

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1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2017.12

Self URI (journal page): https://ewic.bcs.org/

reference

(Ec) C. E. 2011 SPECIAL EUROBAROMETER 359 Attitudes on Data Protection and Electronic Identity in the European Union 330 Available at http://ec.europa.eu/public_opinion/index_en.htm
A. AcquistiJ. Grossklags 2004 Privacy attitudes and privacy behavior Economics of Information Security 165 178
A. CrabtreeR. Mortier Human Data Interaction : Historical Lessons from Social Studies and CSCW ECSCW 2015: Proceedings of the 14th European Conference on Computer Supported Cooperative Work, 19-23 September 2015, Oslo, Norway 3 21
L. Cranor 2012 Necessary but not sufficient: Standardized mechanisms for privacy notice and choice J. on Telecomm. & High Tech. L. Available at http://heinonline.org/hol-cgi-bin/get_pdf.cgi?handle=hein.journals/jtelhtel10&section=22 September 16 2016
L. CranorP. GuduruM. Arjula 2006 User interfaces for privacy agents ACM Transactions on Computer-Human Interaction (TOCHI) 13 2 135 178
EU GDPR Home Page of EU GDPR Available at http://www.eugdpr.org/
European Commission 2012 Proposal for a regulation of the European Parliament and of the council on the protection of individuals with regard to the processing of personal data and on the free movement of such data (General Data Protection Regulation)(2012) 11 final, 2012/0011 (COD) Brussels 11 118
European Parliament & European Commission 1995 Directive 1995/46/EC on protection of individuals with regard to the processing of personal data on the free movement of such data Official Journal of the European Communities L281/31 31 39
Federal Trade Commission, Protecting Consumer Privacy | Federal Trade Commission Available at https://www.ftc.gov/news-events/media-resources/protecting-consumer-privacy January 11 2017
W. Gaver 2001 Cultural Probes- Probing People for Design Inspiration SIGCHI. DK
N.S. Good et al 2007 Noticing notice: a large-scale experiment on the timing of software SIGCHI conference on Human factors in computing systems - CHI ’07 607
T. Hemmings et al 2002 Probing the Probes PDC June 42 50
W. House 2012 Consumer data privacy in a networked world: A framework for protecting privacy and promoting innovation in the global digital economy White House, Washington, DC 1 62
P.G. Kelley et al 2009 A“nutrition label” for privacy Proceedings of the 5th Symposium on Usable Privacy and Security SOUPS 09 1990 1 Available at http://portal.acm.org/citation.cfm?doid=1572532.1572538
H.R. Lipford et al 2010 Visual vs. compact Proceedings of the 28th international conference on Human factors in computing systems - CHI ’10 1111 Available at http://dl.acm.org/citation.cfm?id=1753326.1753492
A.M. McDonaldL.F. Cranor 2008 The Cost of Reading Privacy Policies I/S - A Journal of Law and Policy for the Information Society 4 3 1 22
R. Mortier et al 2013 Human-Data Interaction : The Human Face of the Data-Driven Society
H. Nissenbaum 2004 Privacy as contextual integrity Wash. L. Rev., 101 139 Available at http://heinonlinebackup.com/hol-cgi-bin/get_pdf.cgi?handle=hein.journals/washlr79&section=16
T. Pinnick Layered Policy Design | TRUSTe Available at http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/ January 11 2017
R.W. Reeder et al 2008 A user study of the expandable grid applied to P3P privacy policy visualization Proceedings of the 5th Symposium on Usable Privacy and Security, Mountain V(Xml) 45 54 Available at http://portal.acm.org/citation.cfm?id=1456413
J. RoseO. RehseB. Röber 2012 The Vaue of our Digital Identity Liberty Global Policy Series Available at http://www.lgi.com/PDF/public-policy/The-Value-of-Our-Digital-Identity.pdf
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World Economic Forum & Boston Consulting Group 2012 Rethinking Personal Data : Strengthening Trust May 1 35
Zynga 2011 PrivacyVille Available at https://www.zynga.com/privacy/privacyville

Comments

Comment on this article

[1] (Ec) C. E. 2011 SPECIAL EUROBAROMETER 359 Attitudes on Data Protection and Electronic Identity in the European Union 330 Available at http://ec.europa.eu/public_opinion/index_en.htm

[2] A. AcquistiJ. Grossklags 2004 Privacy attitudes and privacy behavior Economics of Information Security 165 178

[3] A. CrabtreeR. Mortier Human Data Interaction : Historical Lessons from Social Studies and CSCW ECSCW 2015: Proceedings of the 14th European Conference on Computer Supported Cooperative Work, 19-23 September 2015, Oslo, Norway 3 21

[4] L. Cranor 2012 Necessary but not sufficient: Standardized mechanisms for privacy notice and choice J. on Telecomm. & High Tech. L. Available at http://heinonline.org/hol-cgi-bin/get_pdf.cgi?handle=hein.journals/jtelhtel10&section=22 September 16 2016

[5] L. CranorP. GuduruM. Arjula 2006 User interfaces for privacy agents ACM Transactions on Computer-Human Interaction (TOCHI) 13 2 135 178

[6] EU GDPR Home Page of EU GDPR Available at http://www.eugdpr.org/

[7] European Commission 2012 Proposal for a regulation of the European Parliament and of the council on the protection of individuals with regard to the processing of personal data and on the free movement of such data (General Data Protection Regulation)(2012) 11 final, 2012/0011 (COD) Brussels 11 118

[8] European Parliament & European Commission 1995 Directive 1995/46/EC on protection of individuals with regard to the processing of personal data on the free movement of such data Official Journal of the European Communities L281/31 31 39

[9] Federal Trade Commission, Protecting Consumer Privacy | Federal Trade Commission Available at https://www.ftc.gov/news-events/media-resources/protecting-consumer-privacy January 11 2017

[10] W. Gaver 2001 Cultural Probes- Probing People for Design Inspiration SIGCHI. DK

[11] N.S. Good et al 2007 Noticing notice: a large-scale experiment on the timing of software SIGCHI conference on Human factors in computing systems - CHI ’07 607

[12] T. Hemmings et al 2002 Probing the Probes PDC June 42 50

[13] W. House 2012 Consumer data privacy in a networked world: A framework for protecting privacy and promoting innovation in the global digital economy White House, Washington, DC 1 62

[14] P.G. Kelley et al 2009 A“nutrition label” for privacy Proceedings of the 5th Symposium on Usable Privacy and Security SOUPS 09 1990 1 Available at http://portal.acm.org/citation.cfm?doid=1572532.1572538

[15] H.R. Lipford et al 2010 Visual vs. compact Proceedings of the 28th international conference on Human factors in computing systems - CHI ’10 1111 Available at http://dl.acm.org/citation.cfm?id=1753326.1753492

[16] A.M. McDonaldL.F. Cranor 2008 The Cost of Reading Privacy Policies I/S - A Journal of Law and Policy for the Information Society 4 3 1 22

[17] R. Mortier et al 2013 Human-Data Interaction : The Human Face of the Data-Driven Society

[18] H. Nissenbaum 2004 Privacy as contextual integrity Wash. L. Rev., 101 139 Available at http://heinonlinebackup.com/hol-cgi-bin/get_pdf.cgi?handle=hein.journals/washlr79&section=16

[19] T. Pinnick Layered Policy Design | TRUSTe Available at http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/ January 11 2017

[20] R.W. Reeder et al 2008 A user study of the expandable grid applied to P3P privacy policy visualization Proceedings of the 5th Symposium on Usable Privacy and Security, Mountain V(Xml) 45 54 Available at http://portal.acm.org/citation.cfm?id=1456413

[21] J. RoseO. RehseB. Röber 2012 The Vaue of our Digital Identity Liberty Global Policy Series Available at http://www.lgi.com/PDF/public-policy/The-Value-of-Our-Digital-Identity.pdf

[22] F. Schaub et al 2015 A Design Space for Effective Privacy Notices Eleventh Symposium On Usable Privacy and Security (SOUPS 2015) 1 17

[23] World Economic Forum & Boston Consulting Group 2012 Rethinking Personal Data : Strengthening Trust May 1 35

[24] Zynga 2011 PrivacyVille Available at https://www.zynga.com/privacy/privacyville

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