Today’s consumers want more choice over who, what and how their data is shared
In the next decade, data privacy is set to become the singular defining issue that impacts how people choose to interact with government and big business.
Consumer concerns are rising fast in the wake of the Covid-19 epidemic that has turbocharged the digitalization of every aspect of society. And while legislation like Europe’s General Data Protection Regulation (GDPR) represents a valiant first attempt to hold government bodies and private companies accountable for how they handle our personal data – many consumers are now taking issue with their growing lack of data privacy and control.
The rising slew of high-profile data breaches, including the much-publicized leak of 533 million Facebook users’ data earlier this year, isn’t the only thing that’s fuelling concerns.
People are starting to question what’s really happening to all their Fitbit, GPS, YouTube, Alexa and other user data. Or why they really need to provide so much personally identifiable information – like their date of birth, personal email or mobile number – just to trial a new online service or download some information. And what happens to all that data in the months and years ahead.
While many of us are aware that ‘free apps’ come with strings attached – we hand over some of our data and get something in return – there’s little transparency into exactly what happens to that data or who it is shared and traded with after the fact. Or indeed, what happens to the data collected every time we make an online purchase.
This perhaps explains why, following the launch of Apple’s iOS upgrade earlier this 96 percent of iPhone users have taken advantage of a new feature that enables them to opt-out of tracking for any apps they use.
Data privacy: why it’s time to act
The thorny issues surrounding ‘personal data’ won’t go away anytime soon. Currently, the onus of responsibility on how to use, protect and leverage our personal data lies with big companies and government institutions. This should serve as a wake-up call for everyone, because power now lies with those who control our data.
The unpleasant reality is that big tech firms like Facebook have already set a precedent when it comes to monetizing the personal data of its users and engaging in unethical data sharing arrangements that do not in any way benefit consumers. All of which highlights how the corporate-ownership model of personal data represents a growing and significant risk to individuals and civil society as a whole.
In the US, attempts are being made to leverage antitrust laws to address data privacy issues and prevent companies like Facebook from misusing our personal data. But the genie is already out of the bottle. The moment you click ‘accept’ on the Terms and Conditions form at the bottom of the sign-up page for a free app (without ever following the link to read the labyrinthine document that sets out the ‘pact’), your personal data and what happens to it is no longer within your control.
While that’s a disquieting thought for some, many people – including digital natives – appear complacent about or singularly unaware of the risks involved in handing over their personal and sensitive data so they can chat or share video clips with friends.
