Providing transparency, choice and accountability when collecting and using personal information.
Transparency – what are you going to do with my data?
Choice – where can I make decisions about my data use before , not after the fact?
Accountability – how will you protect my data and respond in the event of breach or misuse?
What Does It Look Like In Practice? Transparency Accountability Choice
Lessons Learned In 2010: Google Buzz Before After What they fixed: Choice
Lessons Learned In 2010: Facebook’s Social Graph Before After What they fixed: Transparency and Choice
where can we
Transparency Accountability Choice
TRUSTe Brand Survey 2009
“ Future of Privacy Forum Online Behavioral Advertising “Icon” Study”. January 25, 2010 http://futureofprivacy.org/final_report.pdf
We need simpler privacy notices located where actual personal data decisions occur. Providing too much information defeats the purpose of disclosure, since no one reads it. – Supreme Court Justice John Roberts Source: http://www.abajournal.com/news/article/chief_justice_roberts_admits_he_doesnt_read_the_computer_fine_print/
2011: Mobile Privacy Concerns Are Prevalent 87% of consumers are concerned about privacy and security on mobile devices 1 55% of consumers fear loss of privacy through mobile apps and geo-location services. 2 66% of consumers Are not comfortable using their mobile device for financial transactions 1
KPMG Mobile Banking Survey 2009 of 4,190 mobile device users
Geolocation Survey conducted by Webroot on July 13, 2010
2011: Offer Choices Around Mobile Location Data Use
2011: Adapt Privacy Notices To The Mobile Screen
2011: With Apps, It’s Not Just About Mobile Social Apps Browser Apps Desktop Apps
2011: Advertising Transparency And Choice Advertising Option Icon
2011: Provide Advertising Privacy Choices
2011: Don’t Fear The Opt-out
What happens when millions of consumers are offered the choice to opt-out of online tracking?
~1% click the icon 1
~1% changed preferences 1
Results from testing of TRUSTed Ads on www.pchlotto.com
“ Truth In Privacy” means providing Transparency, Choice and Accountability in the collection and processing of personal information.
2010 and years prior were “reactive privacy”
2011 and beyond privacy becomes an asset rather than an afterthought
“ Truth in Privacy” goes way beyond standard privacy policies:
Apps – mobile, platforms like Facebook, PC/Mac app stores
Businesses with good privacy are rewarded and those with bad practices are penalized
TRUSTe is the one company able to assist across website, apps, mobile and online advertising to drive business benefit