Privacy concerns have been synonymous with online activity ever since internet was invented. In recent years, the general public has gained an awareness of the constant tracking that goes hand and hand with a digital footprint. Still, most users do not the realize the extent of this tracking.
“Every time you interact with the company, you should expect that the company is recording that information and connecting it to you.” – Elea Feit, Wharton Customer Analytics [1]
Any interaction–swipe, click, text entry, etc.–with a website can be collected as data. What a company chooses to do with that data is often unregulated. Read on to learn about common data privacy concerns.
Audio Recordings
Many people are afraid that certain devices are always “listening.” This isn’t entirely false. Virtual Assistants and smart home devices such as Alexa and Google Assistant can collect audio recordings. Users can opt out of this in most cases, and Apple did claim in 2018 that Siri will stop collecting these recordings. Still, the capability to listen and save exists.
Cookies & Personalized Advertising
Cookies are information saved by a website on your personal web browser. They are used by companies to track your visits and interactions with a site in order to target personalized ads. There are two types of cookies, single-session and persistent/multi-session [2]. Single-session cookies are deleted once the user leaves the website, while multi-session cookies stay on your browser and in the user’s hard drive between visits to a site. Sites can also use web beacons and pixel tags which track users’ emails and content access. By law, sites are required to inform the user that cookies are being used. Often, it is more difficult to opt-out of these cookies than accept. While cookies are not inherently dangerous, they can be if the company possesses malicious intent regarding data management. If you find yourself on a sketchy site or one you do not frequent often, it is best to disable cookies.
Selling Data
Companies can sell data collected by their websites to third-party data brokers that want to get a sense for certain customer bases. While this can keep the website or service that the company offers free, many users do not realize that this exchange is happening. Google and Facebook, for example, are known to “share” (sell) data with outside advertisers. It can be unsettling to think that a third-party could obtain extensive data on one person by buying it from various sources. Even if data is not sold to a third-party, it can be used internally for customer analysis purposes.
Current Laws
In October 2019, California set a precedent for online privacy. Amendments were added to the California Consumer Privacy Act (CCPA) to regulate the collection, management, and selling of data by entities interacting with California residents. Since many companies doing business in California also do business nationally, this law increased protection for residents of all states. However, this law is not as strong as it could be. In comparison to the European Union’s General Data Protection Regulation (GDPR), the CCPA falls short in terms of scope and active enforcement. The GDPR requires the appointment of a data protection officer and imposes fines to violating companies, while the CCPA simply gives citizens the power to sue companies if they want to, which is not as effective since many people are not well-versed enough in data privacy to spot an issue.
Ways To Protect Your Privacy Online
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Switch from Google to a privacy-focused browser such as Brave.
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Start using a Virtual Private Network (VPN) to encrypt internet connection so that personal data is more difficult to access. (ProtonVPN is a good free option that does not sell customer data like many other free VPNs)
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Opt-out of allowing websites to share your data.
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Opt-out of cookies if you can.
With all of these concerns, it is important to become digitally literate and learn about data privacy in order to protect ourselves. Now more than ever with rising concerns about AI, it is necessary to take power back as individuals and learn about the technology that we’ve made. The tips above are a good place to start.
Sources
[1] https://knowledge.wharton.upenn.edu/article/data-shared-sold-whats-done/
[2] https://www.ftc.gov/policy-notices/privacy-policy/internet-cookies