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Mark Lizar Interviewed on privacy and behavioural advertising. 1) As an expert on the subject of privacy, how important do you think it is for user's to feel their privacy is being maintained?
I think it is extremely important that a person (not a user) to 'know' that their privacy is being maintained. Forget feeling like. The ability for people to see what is happening to ones own information is something I have spent a lot of time discussing. The truth is about data which is collected, is that it is used for purposes beyond what it was collected for, and in this digital age, the ways to use personal information is increasing at a massive rate for a growing number of people. This information can be used for power without consent.
The Law is out of date in this area at the moment it says:
(UK) Data Protection Act
1.. Personal data shall be obtained only for one or more specified and lawful purposes, and shall not be further processed in any manner incompatible with that purpose or those purposes.
It is commonly said these days that people just dont care about privacy. In my view if people could see how their information is being used and had a choice they would care. As a privacy activist it is my belief that information self determination is the defining line between freedom and slavery. So when it comes down to the issue at hand people care about their freedom and therefore user's care about their privacy.
2) If users feel their privacy is being invaded, do you think that this can have detrimental effects on comapnies' revenues?
This absolutely has a detrimental effects on a companies revenue. A data breach these days can not only create bad press, but Data breaches cost an average business £1.4m
http://news.zdnet.co.uk/security/0,1000000189,39341215,00.htm
Data breach is an example of a data loss and really at its best is an indicator of a much bigger issue which is being played out in the media today between advertisers and buyers.
3) How much do you think people should know in advance of what is being done with their information?
Transparency over how ones information is used should be complete, and in fact this is required by law. Unfortunately there are no standards at this time which allow people to simply see how their information is going to be used, and to understand what kind of data portability contract a person is getting into when they use services where ones personal data is exchanged. There is a very good debate about what is 'informed consent' when it comes to managing personal information and what this really means. Privacy Policies are currently the tool of informed consent. Not only can these be complicated and hide what is actually happening with information but Privacy Polices have been known to change and adapt without notice.
4) In light of behvaioural advertising, do you see it as a positive step despite the controversy over privacy, or do you see it in another way, for example that our privacy within society is becoming lesser and lesser?
Behaviour Advertising giving people what they really want. It is definitely a one sided sort of push business model(at this time) that dosent seem like a healthy industry to trust to raise your children. But I think there is hope if the balance of power changes. I dont think the issue of the future is going to be privacy, but data portability. Overall I think we need to take a look around and see what our freedom really means. If People (users) cant's see what is happening to their information, there is no real informed consent, with function creep on the use of information (which is illegal). behaviour advertising I believe is in its infancy.
5) Do you think there is a way for companies to go about avoiding convtroversy.. for example with Phorn, they did pretty much everything possible to stay within the law and protect privacy, yet there was still an uproar, do you think this is avoidable?
I think it is really important for people know that they can stop companies from using their information, they have an easy way to do this and that they visibly are notified of the activity when it happens.
6) In the cases of Facebook, Myspace etc, do you think it is ok for them to be tracking their user's information for the purpose of behavioral advertising without properly informing them (despite the fact that they don't break the actual laws on their privacy statements?)
Informed consent I think is a problem. Really people dont have control over the information they put up in social networks. Profiling is becomming a big business, putting two and two together I dont think Facebook/Myspace users are aware of what this means. Apparently I read in an IBM article last year that data on the planet in two years is going to double every 10 hours. Being able to save that picture of you giving the finger to someone on MySpace will most likely be available when you are 40.
7) Do you think Google are invading people's privacy? If so why, If not why not? 3 things
- They realise there is a gap in the market, so for providing a service for 'FREE" they are selling your valuable data to advertisers. I think Google is making Billions - off your privacy.
-What do you think Google does for the Chinese Government ?
- Google keeps your information and does alot with it, they were saying that this was because they legally have too, until the EU told them that there was no legal requirement to keep (search records) personal information.
8) what do you think the future holds for behavioural advertising and privacy?
Well, I would like to see it get a lot more civilised, at the moment behavioural advertising is still a blunt tool. WIth the right mix of privacy and people power there could be an advertising revolution.
9) How much do you think people should know in advance of what is being done with their information?
People should know everything at a glance, with an option for data control choices just one click (or scan) away.
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