Google and

privacy rules

outline

1. Description of situation2. Set the scene3. New privacy policy4. EU reaction5. EU vs US6. Arguments for and against7. Management implications

What does Google return when typing in

“women”?

Setting the

scene

• Loophole Safari/IE9• Apple’s Safari blocks

‘third-party’ cookies (ads)• Google’s Doubleclick

found a way around• Same for IE9 through

different loophole

• Small aspect of a bigger privacy discussion

• Others involved: e.g. Facebook

Context

• One privacy policy document for all 60 services

• Integrates all the services in an easy language

• All your information in single profile

• E.g. Contact tracking, Picasa, face recognition, YouTube

New privacy policy

“power to build an electronic

surveillance apparatus that far exceeds anything

the Bush administration tried

to do.” (Richard Falkenradt)

• Investigation by Article 29 Working Group

• Concerns:• Little transparency in how

Google uses information• Google combining data

across services• Changes to EU privacy rules:

• Single set of rules• Rules apply to companies

in- and outside EU• Right to be forgotten

EU reaction

Without consent, use of data is forbidden.

EU

US

Whoever has rightful access to data “owns” it and may use the data to the extent such use is

not forbidden.

Arguments for and against

• Easier to understand terms• Provide ‘tailored’ content• Only ‘metadata’ shared with

DoubleClick• Review & control, view & edit• Vast information campaign

ForBy

Google

• Self-regulating environment• Customer has free choice in

usage and has viable alternatives

• Multiple accounts – fake ones• Users can adjust privacy

settings for all Google products

ForIn

general

• Forced unconscious consent• Lack of transparency• Unable to delete everything

upon request (right to be forgotten)

• 'Opt-in' vs. 'Opt-out’• Misuse of size to set industry

standards

Against

• Implications of EU policy proposals for internet business:• Cut red tape: single set of

rules• Improve consumer confidence• Drive business growth

• Separate budget for legal fees• Risk management problem for

Google & Facebook• Google = good ad company• Google your job candidates

MGMT implica-

tions

Questions?