Privacy reform and compliance: privacy policies for social networks June2013

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What is the role of a privacy policy on social networking sites? How to improve the readibility of your privacy policy more broadly.

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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
  • IABHonorary Membership is offered to companies who do not derive revenue from selling online advertising inventory or from advising on how to do so. It is principally for advertisers. Honorary Members enjoy the same benefits as the IAB General Members but membership is free.
  • Privacy reform and compliance: privacy policies for social networks June2013

    1. 1. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedThe role of a privacy policy onsocial networksSamantha Yorke Acting CEO & Director of Regulatory Affairs
    2. 2. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedAgenda• Evolving attitudes towards privacy in the social networkingcontext• What purpose does a privacy policy serve in this context?• Opportunities for industry self regulation• Best practices for enhancing privacy online• Conclusion
    3. 3. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedEvolving attitudes…..• Is privacy dead in age of social sharing?• Social scientists note a discrepancy between declarations thatpeople 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 reputationmanagement by young people
    4. 4. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedPurpose of a privacy policy on social networks?• Privacy policies are a legal contract between a social networkoperator and a user (much like the terms of use)• They disclose how data will be collected and used on thatwebsite• They are typically drafted by lawyers • Can be rather long and terminology a little complex• Privacy advocates criticise them as being impenetrable andclaim 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 privacypolicies…….
    5. 5. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty Limited
    6. 6. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty Limited
    7. 7. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty Limited
    8. 8. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty Limited
    9. 9. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedOpportunity for industry self-regulationTremendous opportunity for industry to proactively step in to dothe following;o Educate consumerso Increase transparency around data collection practiceso Demonstrate responsibilityo Create accountability
    10. 10. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedI. Personal Information and Third Party OBAo Third Parties who want to combine OBA Data with PersonalInformation must treat the OBA Data as if it is PersonalInformation and in accordance with the Privacy ActII. Providing Clear Information to Userso Requirement to provide a clear notice to consumers aboutwhich data is collected, how it is collected and what it is usedfor.III. User choice over OBAo Consumers to be able to make a choice as to whether or notthey consent to the collection of data for OBA and given clearuser-friendly options to manage their Ad choices.IV. Keeping Data Secureo Companies must ensure data is stored securely and is onlykept as long as it fulfills a legitimate business need or asrequired by law.V. Careful Handling of Sensitive Segmentationo OBA categories uniquely designed to target children under 13will not be createdo Companies seeking to use OBA in relation to Sensitive MarketSegments must obtain explicit consentVI. Educating Userso Companies to provide easily accessible, user-friendlyinformation about OBA.o A consumer education website providing consumer friendlynon technical information on OBA has been developed byindustry.VII. Being Accountableo All businesses are accountable to uphold the principles in theguideline, develop easily accessible mechanisms forconsumers to lodge complaints directly to companies andcommit to an ongoing review of the Guideline and itsimplementation.7 Principles
    11. 11. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty Limited
    12. 12. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedBest 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 advertisingguideline
    13. 13. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedConcluding 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• Don’t be afraid to ask for help!• IAB Honorary Membership
    14. 14. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedQuestions Answers
    15. 15. 13 June 2013Privacy Reform and Compliance © 2013 IAB Australia Pty LimitedThank you.Samantha YorkeActing CEODirector of Regulatory AffairsIAB Australiasamantha.yorke@iabaustralia.com.au

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