Social & Regulatory: Privacy, Security& intellectual Property

How Do Social and Regulatory Issues Affect the Level of Trust In a Brand or a Business? Would you buy online from a company you don’t trust? What creates trust? Is Trust Important? Why?

Do People’s Attitudes About the Privacy and Security Of Their Personal Data Affect Trust? It’s one important factor. Students who have had a personal experience with something like identity theft or the effects of a data breach may have stronger attitudes than those who have not had personal experience.

Trust is a global issue

This Study Suggests Business Should Align Goals with Social Good Multiple Media Channels Require Multiple Corporate Voices Taking Responsibility and Being Transparent are Important Having Trust is a Positive Lack of Trust/ Damaged Trust is Hard to Repair

Customers can take action Refuse to Provide Information Especially If Deemed Personal, Unnecessary Unsubscribe from Email Lists Ask That Information Not be Shared Decide Not to Purchase Reject Cookies (All or Selected) Give False Information Have your students done any of the above?

Positive Benefits of Trust Reduced Customer Acquisition Cost Higher Profit Margins Better Growth Long-Term Competitive Advantage

Dimensions of trust Security, Especially of PII Customer Has Control Over PII Customer Controls Who (When?) Can Contact Use of Data Provides BENEFITS to Customer When is a mobile issue

What Kinds Of consumer Attitudes Toward Privacy of PII? 2010 Study of U.S. Adults Customers Do Not Feel in Control of their PII Identity Theft Is a Major Concern Privacy Protection Features Help Build Trust Do attitudes differ from one country to another?

Westin/Harris Study 60% of Respondents Uncomfortable with Behavioral Targeting 4 Safeguards Recommended by FTC Control, Security/Limited Retention, Express Consent for Privacy Policy Changes, Special Protection for Sensitive Data 55% More Comfortable Generational Differences Seen Extremes of Comfort/Discomfort Changed Little

Majority Oppose tracking

IAB + Other Trade Groups Principles for Self-Reg. of oba Educate Consumers About OBA Transparency in Deployment of OBA Consumer Control Collection, Transfer of Data

Digital advertising alliance compliance icon This is a good place to play one or both of the videos on this pagehttp://www.evidon.com//solutions/inform You can also look at the principles themselves http://www.aboutads.info/

Still do not want to share

The Special Case of Social Networks Should Consumers Be Able to Expect Privacy on Social Networks? Can look at the WSJ What Know Page http://online.wsj.com/public/page/what-they-know-digital-privacy.html Where there are good current articles, many with videos There is also an interactive presentation What You Can Do that you might want to use in the classroom http://online.wsj.com/article/SB10001424052748703467304575383203092034876.html?mod=WSJ_0_0_WZ_Tmpl_Reno_RIGHTTopCarousel_1

Mobile Space Another Special Case

Concerned Over privacy willing to provide pii for benefits

Regulation of privacy of pii – US COPPA - Children’s Online Privacy Protection Act (1998) Teens and Younger Now Online, Have Profiles Gramm-Leach-Bliley Act Financial Services Disclosure Requrements HIPPA – Health Insurance Portability & Accountability Act Patients - Greater Control Over Health Records

Global Privacy Issues - Future EU and Many Other Countries Have Stronger Privacy Protection than US Changing Technology Increases Demand for Customer Data Regulatory Agencies Around World Active US Prefers Self-Regulation Other Countries Actively Regulate

Ftc guidelines

Fair Information Practices Principles have global impact Notice/Awareness Before Data Collected-How Collected, Used Choice/Consent Control Over Use of Data Access/Participation Data Kept Accurate and Safe Enforcement/Redress Enforce and Provide Remedies for Injuries

Surveillance-One Aspect of Privacy This map gives a sense of the differences in surveillance around the world Forrester has a newer map that focuses on privacy. You should be able to access it but not to take advantage of all the interactivity unless you are a customer http://heatmap.forrestertools.com/

Recent Security Breaches? Are You Aware of Any Recent Security Breaches? The operative work is ‘aware.’ They happen daily but few are large enough or have other characteristics that make the general news. This is a good point to look at the PRC chronology of breaches http://www.privacyrights.org/data-breach You can just scroll down and look at what has happened recently or look for something in your geographical area. You will usually find both relatively quickly. There is a search feature but the site is slow and I’m not sure the search works well.

security threats Consumer & Business Malware – Software Designed to do Damage Spyware – In Background Usually without Consumer Knowledge Adware-Software Covered by User Agreements Phishing- Emails Attempting to Collect PII Spear Phishing-Trying To Access Org’s Entire System Pfarming – Sites/Pages That Look Like Valid Site Spoofing-Imitate Another Person or Site

Identity theft biggest issue 2010 Identify Fraud Survey Report Fraud Continues to Increase Individuals, Institutions Monitoring Better US 2009 11 Billion Affected Losses as Much as $54 billion 18-24 Year Olds Take Longer to Detect, Report Javelin updates the study annually and someone usually makes an infographic. Here’s the 2011 version http://www.slideshare.net/FiservPR/javelin-infographicfinal021512 http://www.slideshare.net/FiservPR/javelin-infographicfinal021512

Is Intellectual Property On the Web A Particular Problem? Think “copy and paste.” Why?

Digital Millennium Copyright Act Many Provisions: Includes Crime to Bypass Antipiracy Codes Libraries and Educational Institutions Can Make a Single Copy Available (Fair Use) ISPs Must Remove Content That Infringes on Copyright Royalty Fees (and Permissions) Apply on Web and many more

Stop Online Piracy Act (US) In Flux Supported by Content Owners Music, Movies, Written Opposed by Major Internet Companies Future in Doubt

Creative Commons Part of Solution Worth going to the site live, especially if you have students who are, or aspire to be, publishers or content owners. http://creativecommons.org/ I offer my blog under a creative commons license. More impressive is Jeremiah Owyang who offers his under Altimeter’s open research policy http://www.web-strategist.com/blog/

Social Issues Regulatory Issues Intellectual Property Issues Are All Global Issues Are All Constantly Evolving

Summary Trust In A Brand/Business Key to Sustainable Competitive Advantage Consumers Concerned About Privacy of PII Also Willing to Provide It When Benefits Offered Behavioral Ads (Tracking) Continuing Issue US > Self Regulation; Other Countries > More Laws FIPP Provide Global Framework Security Breeches, Identity Theft Both Common Protection of Intellectual Property Ongoing Concern Creative Commons One Approach