1.
Data Ethics &
Digital Selfdefense
Steffan Heuer & Pernille Tranberg

2.
Nanna H Bach
Pia Thomassen Pernille Tranberg
Lili The Lazy Cocker

3.
Pernille Tranberg
Advisor/speaker on data ethics
(former journalist) and speaker/
teacher in digital selfdefense
Author of 7 books ‘DataEthics -
The New Competitive Advantage’
w Gry Hasselbalch (2016) and
‘FAKE IT’ (2012) w Steffan Heuer
Co-founder of the ThinkDoTank
DataEthics.eu
Formerly journalist at TÆNK and
Politiken, head of editorial dev at
Berlingske and consultant in
Erhvervsstyrelsen (on
privacykompasset.dk)

4.
I am a journalist and follow
technology for a living, but I’m
not on Facebook etc.
Keeping a very low profile on
social media.
For a good reason:
Living in and covering Silicon
Valley for 20 years.
Writing about innovation and
its consequences for brand
eins et al. makes you cautious!
Steffan Heuer

5.
CONSEQUENCES

6.
Price Discrimination:
How I got my double hotel room in
Tokyo down from 1500€ to 1200€

7.
pay-as-you behave

8.
In a well-functioning
democracy, those in power
(the strong ones) like
government and companies
are open and transparent.
Individuals (the weak ones)
don’t have to be transparent.
The opposite is happening.

9.
➤ 7 in 10 worried about their
privacy (= right to control who
knows what about you when)
➤ 1 in 3 lie about their data (the
younger the more they lie)
➤ We trust banks, the state,
hospitals
➤ We distrust search, social, news
Consumer Trends

10.
Block the trackers!
All it takes is one click…

11.
WE ALSO WANT
OTHERS TO USE
OUR DATA
But don’t cross
your customers’
creepiness line
http://www.aimia.com/content/dam/aimiawebsite/LoyaltyLens/2016/Aimia-2016-Loyalty-Lens.pdf?
submissionGuid=b36f5d3f-1f5d-48a9-8df1-9e4711a7dce8

12.
We are fed up with this digital business model

13.
StalkScan.com

14.
https://www.youtube.com/watch?v=xYZtHIPktQg

15.
We are with data
where we were with
the environment
in the early 1960s

16.
Good Big Data
Weather and traffic data
Logistics and product data
Science w anonymous data

17.
Bad Big Data
Manipulative

18.
➤ create trust with
data ethics
➤ give customers
control over their data
➤ innovate with
Privacy by Design
➤ learn digital selfdefense
and go for privacy tech
➤ demand data ethics
from companies
➤ choose good
alternatives
Government
Responsibility
Companies
➤ enforce the law
➤ be a role model w data ethics and give users control over their data
➤ support the new market for data ethics and privacy tech
Citizens
What to do?

19.
FakeNameGenerator.com
disconnect.me
IBVPN.COM
TOR
Protonmail
Hushfile
startpage.com
wire.com
adblockfast Cliqz
OPERA
Digital Selfdefense

20.
➤ Chat and messaging app - private
compared to Skype & FB Messenger
➤ End-to-end encryption, not listening to
your conversations
➤ No profiling, no data collection, no ads
➤ Co-financed by Skype founder Janus
Friis
➤ Based in CH, bound by strict privacy
laws
Digital SelfdefenseDigital Selfdefense

21.
➤ protects both privacy and business data
➤ private by default: opt in not opt out
➤ overwrites unique data trackers - not blocking it
➤ you can donate anonymized statistical data and
get better searches based on intent
➤ no data leaves your gadget
➤ no personal profiling
➤ Ghostery adblocker
cliqz.com
Digital Selfdefense

22.
➤ don’t collect or share
personal information
➤ don’t store search history:
nothing to sell
➤ have truly private browsing
mode, including script
blocking
➤ make money with non-
targeted ads and still are
profitable
DuckDuckGo & StartPage
Digital Selfdefense

23.
Digital Selfdefense
VPN Services like
Disconnect and Zenmate
➤ Let you browse without
being observed by third
parties, including ISPs
or mobile provider
➤ Make surfing on public
WiFi networks safe
➤ Let you hide and
change your location.

24.
Data Ethics

25.
➤ It is more than compliance - it is living up to the values behind the
law
➤ Data ethics is responsible & sustainable use of personal data
➤ It is the right thing to do for society and individuals
➤ Or just: Treating other people’s data like you want your children’s data
to be treated
Definition

26.
“They’re gobbling up everything they can learn
about you and trying to monetize it. We think
that’s wrong. And it’s not the kind of company
that Apple wants to be.”
“We believe that people have a fundamental
right to privacy.”

27.
➤ Personal gadgets are private gadgets
➤ Individuals should be able to control what data is
collected about them and what it’s used for
➤ Either we don’t collect data, leave it on people's
gadgets or if on our servers, we anonymize them
➤ They are YOUR messages, photos, contacts
Case: APPLE
16.00 https://dataethics.eu/en/cpdp-2017-ethics-age-intelligent-machines/

28.
➤ No 3rd party cookies
➤ No Facebook Connect
➤ Data stores in DK (Europe)
➤ No Google Analytics
➤ Consent management
➤ Responsibility of subcontractors
➤ Use pseudonyms
Case: LEGO

29.
Compared to the bad guys

30.
helloclue.com
Case: Clue
➤ Understandable privacy policy
➤ Two entry levels: one is anonymous
➤ Sensitive data stored separately
➤ Adheres to strict data laws in Germany
➤ Very different from Glow (US)

31.
Case: TomTom
➤ GPS for cars and health trackers
➤ Customer data promise with 10 principles
➤ Zero-knowledge: autodeletes all your
location data after 24 hours
➤ Uses only anonymized data to improve
services
➤ Follows the strict Dutch privacy law

32.
https://www.youtube.com/watch?v=M32bzsBswAk
Best Case: Smart City Eindhoven

33.
Worst Case: Your smart living room

34.
Conclusion:
Give your users control over
their own data to gain digital
trust & true valuable data

35.
Vielen Dank für Ihre Aufmerksamkeit
Steffan Heuer
@Fakeit_Book
+1 (415) 839-9571
steffan@heuermedia.com
Pernille Tranberg
@PernilleT
+45 (22) 66 99 32
pernille@dataethics.e
dataethics.eu/tools (tools for companies)
dataethics.eu/book (book on DataEthics)
dataethics.eu/newsletter (monthly newsletter)
dataethics.eu/selvforsvar (tools for individuals)