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Improving Privacy Protection in the area of Behavioural Targeting - PowerPoint PPT Presentation

Dr. Frederik Borgesius Improving Privacy Protection in the area of Behavioural Targeting Privacy & Innovation, Hong Kong 8 June 2015 Behavioural targeting: tracking Targeting Targeting Targeting Targeting Tracking Tracking Current


  1. Dr. Frederik Borgesius Improving Privacy Protection in the area of Behavioural Targeting Privacy & Innovation, Hong Kong 8 June 2015

  2. Behavioural targeting: tracking

  3. Targeting

  4. Targeting

  5. Targeting

  6. Targeting

  7. Tracking

  8. Tracking

  9. Current laws: Important role for consent OECD Privacy Guidelines APEC Privacy Framework Hong Kong Privacy Ordinance EU Data Protection & e-Privacy Directive US Federal Trade Commission … …

  10. Behavioural studies: People always click OK Whateverbutton, Borra & Stevenson 2007

  11. Informed consent doesn’t work 0.1 - 1 % of people clicks on privacy policy Those people don’t look long enough to read Several weeks a year needed to read all privacy policies we encounter Marotta-Wurgler 2011, Cranor & McDonald 2008

  12. Tracking wall, NL Public broadcaster

  13. Tracking wall, NL Public broadcaster No consent, No access

  14. Tracking wall, RTL

  15. Tracking wall, RTL No consent: No access

  16. Look beyond informed consent

  17. Data protection principles should fully apply Those profiles are not “anonymous” They are personal data

  18. Rules for personal data processing: - Not excessive - Fair and transparant - … - …

  19. Debate needed: Which practices are acceptable in our society, and which not?

  20. Specific prohibitions?

  21. Specific prohibitions? - No tracking walls in certain contexts - No tracking at all in certain contexts (Public service media, government websites … )

  22. Conclusion Focus more on protecting people Focus less on empowering people

  23. Thank you!

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