VRM developers shouldn’t have to wait for laws to pave the way through a wall-like status quo. (And we say that in our Privacy Manifesto.) But a good law or two should help.
That was what we expected the GDPR to do. We called it “the world’s most heavily weaponized law protecting personal privacy,” said it was “aimed at companies that track people without asking” and that it would “blow away the (mostly US-based) surveillance economy, especially tracking-based ‘adtech,’ which supports most commercial publishing online.”
That hasn’t happened.
It’s been sixteen months since the GDPR went into effect (May 2018), and violation of personal privacy online today remains as pervasive as ever. Worse, violators take advantage of a loophole* in the GDPR that allows them to continue tracking people by requiring (or appearing to require) “consent” to cookies and other means of tracking (so you can get”personalized,” “interest-based” or “relevant” advertising, the perpetrators say). As long as various EU countries’ Data Protection Authorities (who enforce the GDPR) fail to focus on simple fact that nearly every website and its third parties are doing the same bad things Google and Facebook are accused of doing, the practice will continue, and the GDPR will remain a failure at stopping widespread spying-based adtech.
And, as another result, most people will continue assuming that each of us remains mere “users” and “data subjects,” with no more freedom and agency online than what potential violators (the websites and services of the world) separately grant us, through their countless, lengthy and infinitely varied privacy policies, terms and “agreements.”
So, what law might actually open the way for VRM development, preferably by simply giving individuals a new power they’ve been lacking, such as real control over just one aspect of their privacy: what Louis Brandeis and Samuel Warren called “the right to be let alone” when we’re online?
I like two.
When you turn on the setting in your browser that says “Do Not Track”, you probably expect to no longer be tracked on most websites you visit. Right? Well, you would be wrong. But don’t worry, you’re not alone.
Our recent study on the Do Not Track (DNT) browser setting indicated that about a quarter of people have turned on this setting, and most were unaware big sites do not respect it. That means approximately 75 million Americans, 115 million citizens of the European Union, and many more people worldwide are, right now, broadcasting a DNT signal.
All of these people are actively asking the sites they visit to not track them. Unfortunately, no law requires websites to respect your Do Not Track signals, and the vast majority of sites, including most all of the big tech companies, sadly choose to simply ignore them.
Let’s change that now. Let’s put teeth behind this widely used browser setting by making a law that would align with current consumer expectations and empower people to more easily regain control of their online privacy.
While DuckDuckGo actively supports the passing of strong, comprehensive privacy laws, we also recognize that it will take time for them to take effect worldwide. In the meantime, governments can provide immediate relief by enacting separate, simpler Do Not Track legislation.
It is extremely rare to have such an exciting legislative opportunity like this, where the hardest work — coordinated mainstream technical implementation and widespread consumer adoption — is already done.
That’s why we’re announcing draft legislation that can serve as a starting point for legislators in America and beyond. It’s entitled the “Do-Not-Track Act of 2019” and, if it were to be enacted, would require sites to respect the Do Not Track browser setting in this manner:
- No third-party tracking by default. Data brokers would no longer be legally able to use hidden trackers to slurp up your personal information from the sites you visit. And the companies that deploy the most trackers across the web — led by Google, Facebook, and Twitter — would no longer be able to collect and use your browsing history without your permission.
- No first-party tracking outside what the user expects. For example, if you use Whatsapp, its parent company (Facebook) wouldn’t be able to use your data from Whatsapp in unrelated situations (like for advertising on Instagram, also owned by Facebook). As another example, if you go to a weather site, it could give you the local forecast, but not share or sell your location history.
Under this proposed law, these restrictions would only come into play if a consumer has turned on the Do Not Track signal for their Internet traffic. To keep the Internet from breaking, these restrictions would have very narrowly tailored exceptions for debugging, auditing, security, non-commercial security research, and reporting, and further limited by mandated data-minimization requirements.
In particular, each of these narrow exceptions would only apply if a site adopts strict data-minimization practices, such as using the least amount of personal information needed, and anonymizing it whenever possible. And importantly, this draft legislation takes a more realistic view of what constitutes anonymous data vs. de-identified data. Legislators need to appreciate that users can be re-identified unless companies implement extra measures of protection.
Patient Privacy Rights Information Governance Label August 19, 2019 Note: 0-to-5 of the boxes to be checked by the application, device, or service provider.1. No sharing: The data is never shared with any external entities. It is not even shared in de-identified form.
2. No aggregation: The data is never aggregated with other types of input or data from external sources. This includes mixing the data gathered via The Service with other data, such as patient-reported outcomes.
3. Always voluntary self-identification: The user of The Service is able to choose their own identity. The user does not need to have their identity verified unless required by law.
4. Digital agent support: The user is able to specify a digital agent, trustee, or equivalent information manager, and this specified agent will not be subject to certification or censorship.
While not proposed as a law, it would be good to have a law that imposes those requirements, and leaves room for individuals to provide for exceptions, for example when they have working relationships with a service provider.