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Privacy & Content

Privacy & Content. MKTG 330 Spring 2014. Mini-lecture overview. Some terminology Three theories of privacy Privacy principles Consumer attitudes toward privacy Current Laws The FTC FIPs The Consumer Privacy Bill of Rights (2012). Disclosing Information. GOOGLE: reverse phone lookup.

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Privacy & Content

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  1. Privacy & Content MKTG 330 Spring 2014

  2. Mini-lecture overview • Some terminology • Three theories of privacy • Privacy principles • Consumer attitudes toward privacy • Current Laws • The FTC FIPs • The Consumer Privacy Bill of Rights (2012)

  3. Disclosing Information

  4. GOOGLE: reverse phone lookup

  5. Now GOOGLE: Beenverified

  6. Rewards or Loyalty Programs

  7. Body Scanners

  8. Digital Video Recorders

  9. GPSs and Automobile Black Boxes

  10. Enhanced 911

  11. RFIDs

  12. Implanted Chips

  13. Cookies

  14. Biometrics

  15. Spyware

  16. Credit Report

  17. Identity Theft

  18. GOOGLE Back Check

  19. Terminology • Personal identifying information PII • Anonymization (and de-identify) • Positive right (claim right) • Negative right • 3 consumer attitudes about privacy: • marginalist, • fundamentalist • pragmatist • Privacy paradox

  20. 3 theories of privacy Reductionist: “Privacy is nothing in-itself; it is just a shorthand way of talking about something else that may or may not have moral import.” Privacy Skeptic “if you’re not doing anything wrong, you have nothing to hide, and you should have no rational interest in preserving your privacy.” Privacy Realist “privacy is a precondition for intimacy which (itself) is a fundamental human need” “human beings are by nature vulnerable to errors in judgment and decision making, privacy for the individual is necessary to protect against embarrassment and society’s ridicule.”

  21. Source

  22. Federal Agencies 1914 1934 1938 1934

  23. Current US regulations

  24. Email Marketing • CAN-SPAM ACT (US LAW) email marketer must provide an “opt out”. • Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003

  25. The FTC FIPs

  26. Rule of Thirds

  27. What’s a Cookie ?

  28. In some instances, Cisco may collect non-personal (aggregate or demographic) data through cookies, web logs, web beacons and other similar applications. This information is used to better understand and improve the usability, performance, and effectiveness of the website. Please read the “Cookies” section below for more information. In addition, by using some of our Solutions, anonymous network information may be transmitted to us such as the performance of the Solution and types of devices attached to the network. With this information we can determine how users are interacting with the Solution, to assist us with improving it, to manage your network, and to provide alerts via the Solution of available software updates/upgrades.

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