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Trustable Technology Mark: Public Launch


Published on

ThingsCon Rotterdam (6 Dec 2018)

December 2018 update of the Trustable Technology Mark overview. Learn more at

Published in: Technology
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Trustable Technology Mark: Public Launch

  1. 1. Trustable Technology Mark A Trustmark for the Internet of Things 6 December 2018 ThingsCon Rotterdam
 Soft Launch Day Peter Bihr (@peterbihr) This work is created as part of a Mozilla Fellowship. Unless otherwise noted, Creative Commons BY-SA 4.0. is an 
 initiative by ThingsCon e.V. 
 with support from Mozilla.
  2. 2. ThingsCon explores and promotes the development of fair, responsible, and human- centric technologies for IoT and beyond. We create events, resources, and tools for a diverse community of practitioners to promote ethical, responsible and human- centric practices. A Trustmark for IoT: A ThingsCon Initiative With support from Mozilla through a Mozilla Fellowship for project lead Peter Bihr
  3. 3. The Internet of Things increasingly touches all aspects of our lives, but mostly it consists of black boxes. We need to make sure that we can trust them. Consumers have little insight into how any one connected product works, what it even might be capable of, or if the company employs good, responsible data practices. This is not an oversight on the consumers' side: We lack the tools to find out. Why do we need a trustmark? Image: Pixabay CC0
  4. 4. 4 questions that we should be able to answer for every connected device. But for connected products, these are very hard questions to answer. A simple litmus test Source: The Waving Cat (CC BY) Does it do anything I wouldn’t expect? Is the organization trustworthy? Is it made using trustworthy processes? Does it do what I expect it to do?
  5. 5. The Trustable Technology Mark empowers consumers to make informed decisions & 
 enables companies to prove their connected products are trustworthy.
  6. 6. Applications are open to the public:
  7. 7. Applications are open to the public:
  8. 8. Peter Bihr ThingsCon Mozilla Fellow Project lead
 @peterbihr Jason Schultz NYU Law Mozilla Fellow Legal
 @lawgeek Peter Thomas University of Dundee Logo & Brand ThingsCon Community ThingsCon is a global initiative to explore and promote the development of fair, responsible, and human-centric technologies for IoT and beyond.
  9. 9. The trustmark is aspirational and aims to raise the bar at the top of the pyramid. This work is driven by values. This needs to exist in order to get to a better IoT, and a better society. We believe that good ethics are good for business. Our Goal A trustmark to aim higher. - find out more on Trustable Tech Mark Baseline certification Great Good Bad
  10. 10. Those companies who already build trustworthy products have already done the “hard” work. For them, documenting their work is easy and quick. However, if a company just isn’t there yet, they need to go back and put in more effort. Characteristics Peter Bihr (CC-BY-SA) Hard to earn Valuable/Meaningful Easy to apply The trustmark should be
  11. 11. How does it work? Self- assessment Company fills in the self- assessment tool, an online application form that consists of yes/no questions plus explanations. Should the company find it hard to answer questions, they have identified a weakness. Application review Trustmark issued If the application passes, the results are fully published online. If contested questions cannot be resolved, the trustmark is not issued and the results will not be published. 1 2 3 There’s always a human in the loop. Our experts review the application. If necessary, they follow up for clarification. The carrot is public proof that a product is best-in- class: a market incentive. The stick is in the public accountability once the company decides to use the trustmark and the self-assessment results are published in full.
  12. 12. The trustmark evaluates products for 5 dimensions that we identified as most crucial for consumers Dimensions *See A Trustmark for IoT (2017), p. 56 Privacy & Data Practices
 How respectful of privacy? Is it designed using state of the art data practices? Transparency
 Is it obvious to users what the device does and how data might be used? Security
 Is it designed and built using state of the art security practices and safeguards? Stability
 How robust? How long a lifecycle to expect? Openness
 How open are device and manufacturer? Is open data used or generated?
  13. 13. Security, Transparency, Privacy & Data Practices, Stability are required conditions of trustworthiness. We treat Openness as a strong indicator of trustworthiness. Building blocks of trust See Trustable Tech Mark “Theory of Trust” blog/2018/9/4/trustable-tech-mark- our-theory-of-trust
  14. 14. Self-assessment tool Trustmark readiness Trustmark • Doubles to assess readiness and to verify compliance • Our experts review applications and follow up for clarification if necessary • 3rd party advisory services like security consultancy • Non-public / between companies and their advisors • Once passed, the trustmark can be used and the evaluation is published • Underlying assessment (results of self-evaluation tool) is available online 3rd party services • Open licensing of the self-assessments enable 3rd party services (analysis, rankings, etc.) Out of scope (3rd parties) In scope (project core) Out of scope (3rd parties) Elements of a trustmark system
  15. 15. The trustmark documentation is provided in a standardized form to allow for third parties to offer services on top of this foundation, like editorials, ratings or reviews. We also work with our academic partners to inspire further research into trust, technology, and policy. The foundation of an ecosystem
  16. 16. We’re proud that a wide range of academic, policy and design practice partners support the Trustable Technology Mark and use it as part of their research and practice. Launch partners Find out more
  17. 17. Find out more OpenDoTT: In collaboration with University of Dundee, Mozilla, and a host of other partners we are part of an EU- funded PhD program - including a PhD specifically around the Trustmark.
  18. 18. Why should a company sign up? Fairphone Image by Fairphone, CC (BY-SA 2.0) This trustmark communicates a company’s commitment to a higher standard, and allows them to prove their connected products are trustworthy. The trustmark increases consumer trust by demonstrating commitment to exemplary levels of transparency, openness and responsibility. The trustmark will attract talent: We believe that only the best companies attract the best talent, and strong vision & values are a key aspect. In short: It provides a USP to demonstrate that your product is best-in-class.
  19. 19. Until today, we invited these companies as a proof of concept for the Trustmark as they represent particularly interesting and challenging categories of products. As of 6 Dec 2018, applications are open to the public at Who uses the Trustmark today? Find out more Snips AI is a 100% on-device and private-by-design Voice AI platform which can be embedded in any device. Animated VaiKai dolls are inspired by the natural way children use their toys.
  20. 20. Please welcome Eric Bezzam!
  21. 21. This is a project in an early stage. We’re looking for partners in a number of areas. Particularly we’re looking for… Pathways to partnerships & participation Academic partners to accompany the development of this Trustmark Commercial partners to apply with their products to earn the Trustmark Design studio partners to use the Trustmark to guide their work Non-profit and media partners who can help us understand what they need in order to build third-party offerings on top of a trustmark
  22. 22. Applications are open to the public:
  23. 23. Peter Bihr ThingsCon e.V. Thank you. Questions? Please get in touch.