1. Personalization vs. Privacy Invasion © 2001 Ann Schlosser, University of Washington Business School

2. Agenda Consumer preferences Current state of Web sites’ privacy practices Empowering consumers: P3P

3. Tradeoffs

4. Information Willing to Share

5. Exchange Personal Information For Certain Benefits Source: Harris Interactive

6. Influences on Sharing Information With a Health Web Site

7. Trust vs. Concern

8. How do you establish an image of trust? Fundamental “forms” to communicate trustworthiness –Brand –Navigation –Fulfillment –Presentation –Up-to-date technology –Logos of security –Address security and privacy concerns Clearly-stated policies Limited information requests Guarentees Communication channels Source: Cheskin Research and Studio Archetype/Sapient

9. Prevalence of Privacy Policies

10. Implementing FTC Fair Information Practices

11. Consumer Accessibility to Personal Information

12. Platform for Privacy Preferences (P3P) Firm SideUser Side

13. Preference settings

14. Transparency P3P clients can check a privacy policy each time it changes P3P clients can check privacy policies on all objects in a web page, including ads and invisible images http://adforce.imgis.com/?adlink|2|68523|1|146|ADFORCE http://www.att.com/accessatt/

15. Trust Meter

16. Double clicking on the P3P icon indicates where the site’s policy differs from the user’s preferences

17. Searching for a P3P policy No P3P policy found P3P policy is NOT acceptable P3P policy is acceptable IDcide P3P Icons

18. Sites can list the types of data they collect And view the corresponding P3P policy

19. Recommended Sites http://www.bbbonline.com http://www.etrust.com/ http://www.ftc.gov/privacy/ http://www.export.gov/safeharbor/ –Acceptable privacy protection for EU http://www.w3.org