The role of a privacy policy
on social networks

Samantha Yorke
Managing Director
New Mediation Pty Ltd
Social Media Risk,...
Agenda
• Evolving attitudes towards privacy in the social networking
context
• What purpose does a privacy policy serve in...
Evolving attitudes…..
• Is privacy dead in age of social sharing?
• Social scientists note a discrepancy between declarati...
Privacy settings are the norm, regardless of age

Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited
...
61% of teens checked
Facebook privacy
settings in last month

Social Media Risk, Privacy and Governance© 2013 New Mediatio...
Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited

12 November 2013
Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited

12 November 2013
Purpose of a privacy policy on social networks?
• Privacy policies are a legal contract between a social network
operator ...
Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited

12 November 2013
Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited

12 November 2013
Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited

12 November 2013
Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited

12 November 2013
Opportunity for industry self-regulation
Tremendous opportunity for industry to proactively step in to do
the following;
o...
7 Principles

I.

Personal Information and Third Party OBA
o

II.

Providing Clear Information to Users
o

III.

Requireme...
Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited

12 November 2013
Best practices for enhancing privacy online
• Be transparent about your data collection and use practices
• Consider navig...
Concluding remarks…..
•
•
•
•

Attitudes towards privacy are changing
Privacy is becoming more top of mind for consumers
T...
Thank you.

Samantha Yorke
Managing Director
New Mediation Pty Ltd
samantha_yorke@hotmail.com
Social Media Risk, Privacy a...
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What's privacy got to do with social networking services?

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I gave this presentation at a social media risk, privacy and governance conference. It discusses the role of privacy policies on social networking sites and provides some good practice suggestions on crafting your own privacy policy.

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  • Government is very supportive of industry self regulation around privacyNew Privacy Bill includes specific provisions around how industry codes can be developed and blessed by the Privacy CommissionerRISK that if industry does not self regulate in a manner which is seen to be responsible and accountable, they may decide to regulate for us.Big part of my role at IAB is to not only promote but also initiate self regulation in the online advertising space
  • What's privacy got to do with social networking services?

    1. 1. The role of a privacy policy on social networks Samantha Yorke Managing Director New Mediation Pty Ltd Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    2. 2. Agenda • Evolving attitudes towards privacy in the social networking context • What purpose does a privacy policy serve in this context? • Opportunities for industry self regulation • Best practices for enhancing privacy online • Conclusion Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    3. 3. Evolving attitudes….. • Is privacy dead in age of social sharing? • Social scientists note a discrepancy between declarations that people care deeply about privacy and their actions • Profile pruning on the rise – deleting unwanted friends, comments and photo tags • Deletion of social media comments part of reputation management by young people Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    4. 4. Privacy settings are the norm, regardless of age Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    5. 5. 61% of teens checked Facebook privacy settings in last month Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    6. 6. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    7. 7. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    8. 8. Purpose of a privacy policy on social networks? • Privacy policies are a legal contract between a social network operator and a user (much like the terms of use) • They disclose how data will be collected and used on that website • They are typically drafted by lawyers  • Can be rather long and terminology a little complex • Privacy advocates criticise them as being impenetrable and claim that nobody reads them….. • Facebook Site Governance Vote in Dec 2012: 2.7m likes, 668,872 votes • IAB UK survey of UK Internet users – 29% review privacy policies • Creative and accessible methods of presenting privacy policies……. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    9. 9. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    10. 10. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    11. 11. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    12. 12. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    13. 13. Opportunity for industry self-regulation Tremendous opportunity for industry to proactively step in to do the following; o o o o Educate consumers Increase transparency around data collection practices Demonstrate responsibility Create accountability Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    14. 14. 7 Principles I. Personal Information and Third Party OBA o II. Providing Clear Information to Users o III. Requirement to provide a clear notice to consumers about which data is collected, how it is collected and what it is used for. User choice over OBA o IV. Consumers to be able to make a choice as to whether or not they consent to the collection of data for OBA and given clear user-friendly options to manage their Ad choices. Keeping Data Secure o V. Companies must ensure data is stored securely and is only kept as long as it fulfills a legitimate business need or as required by law. Careful Handling of Sensitive Segmentation o o VI. OBA categories uniquely designed to target children under 13 will not be created Companies seeking to use OBA in relation to Sensitive Market Segments must obtain explicit consent Educating Users o o VII. Companies to provide easily accessible, user-friendly information about OBA. A consumer education website providing consumer friendly non technical information on OBA has been developed by industry. Being Accountable o Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited Third Parties who want to combine OBA Data with Personal Information must treat the OBA Data as if it is Personal Information and in accordance with the Privacy Act All businesses are accountable to uphold the principles in the guideline, develop easily accessible mechanisms for consumers to lodge complaints directly to companies and commit to an ongoing review of the Guideline and its implementation. 12 November 2013
    15. 15. Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    16. 16. Best practices for enhancing privacy online • Be transparent about your data collection and use practices • Consider navigation and simplification of privacy policies • Contextual permissioning • Provide users with choice • Choice about marketing • Choice about behavioural advertising • Consider signing up to online behavioural advertising guideline Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    17. 17. Concluding remarks….. • • • • Attitudes towards privacy are changing Privacy is becoming more top of mind for consumers Transparency and choice are key principles Promote the benefits and opportunities of new technologies Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013
    18. 18. Thank you. Samantha Yorke Managing Director New Mediation Pty Ltd samantha_yorke@hotmail.com Social Media Risk, Privacy and Governance© 2013 New MediationPtyLimited 12 November 2013

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