1. Social & Regulatory: Privacy, Security& intellectual Property

2. 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?

3. 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.

4. Trust is a global issue

5. 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

6. Customers can take action
Refuse to Provide Information
Especially If Deemed Personal, Unnecessary
Unsubscribe from 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?

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

8. 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

9. 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?

10. 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

11. Majority Oppose tracking

12. 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

13. Digital advertising alliance compliance icon
This is a good place to play one or both of the videos on this pagehttp://
You can also look at the principles themselves

14. Still do not want to share

15. The Special Case of Social Networks
Should Consumers Be Able to Expect
Privacy on Social Networks?
Can look at the WSJ What Know Page
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

16. Mobile Space Another Special Case

17. Concerned Over privacy willing to provide pii for benefits

18. 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

19. 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

20. Ftc guidelines

21. 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

22. 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

23. 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
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.

24. security threats Consumer & Business
Malware – Software Designed to do Damage
Spyware – In Background Usually without Consumer Knowledge
Adware-Software Covered by User Agreements
Phishing- s 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

25. 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

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

27. 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

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

29. 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.
I offer my blog under a creative commons license. More impressive is Jeremiah Owyang who offers his under Altimeter’s open research policy

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

31. 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