Data privacy: Myths and Facts

Separating Fiction from Reality

Data privacy has become a hotly debated topic around the world, calling into question companies’ unrestricted access to consumers’ data and driving Big Tech to be vocal about their efforts to protect the privacy of client data. However, many firms are still uncertain about privacy legislation, privacy-compliant software, data security best practices, and so on.

Data privacy is a complicated and frequently misunderstood subject. There might be a lot of information to sort through and handle, just like data. Add to that the plethora of new and rapidly expanding privacy legislation, and it can be difficult to know how to evaluate and apply this information, let alone discern fact from fiction.

Regardless of these issues, having a solid understanding of data privacy and the many standards and ways available to protect data is critical. This understanding enables firms to make judgments about potential data risks while still harnessing the value of that data for safe analytics insights.

Let’s look at the top 5 data privacy myths and see how much weight they hold.

Myth Number One: Data Security

There is a widespread misperception that consumers worry more about being protected from hackers (data protection) than they do about having control over their private data (data privacy). True, consumers are increasingly hesitant to give their data to third parties, especially if they fear their data being breached. However, how businesses retain and handle personal data is a crucial influencer of behaviour and loyalty, especially if customers fear it is being given away without their permission.

According to a recent Oliver Wyman study, customers are concerned about both data protection and data privacy, with approximately 57% expressing concerns about online privacy and 85% wanting to know more about what happens to data that organisations gather

As a result, firms that emphasise data protection over data privacy risk alienating customers who will switch providers if there is uncertainty about how their data is handled and used.

Instead, businesses should try to discover and thoroughly understand privacy needs as a series of windows to better interact with customers, rather than as cumbersome boxes to check as part of a compliance-driven agenda. Similarly, data privacy should not be viewed just as the responsibility of the Data Privacy Office, but rather involve a broader task force of business representatives to collaboratively define and modify privacy rules to meet customer expectations.

Myth Number Two: Data Privacy Laws Are Strict

Another myth is that data privacy laws limit data-driven business models because customers will no longer allow companies to acquire and analyse their personal information. Although complying with privacy requirements is difficult, firms that take a proactive approach can benefit.

Consumers are still happy to have their data saved and collected, but only if they can see how it will benefit them, such as tailored apps for increased convenience. Companies that express clear benefits and reinforce how personal data is obtained and safeguarded will retain access to customers’ data.

The actual difference may be in developing data analytics capabilities to better understand consumers’ lifestyles and habits, allowing them to be more discriminating about which products and services they advertise. The need to optimise customer data sharing to enable data analytics is evident, and it begins with a thorough examination of the customer experience and the incorporation of data privacy in an intuitive manner. Customers should be given clear prompts and explanations of what they are allowing organisations to do if they consent to the gathering and sharing of personal data so that they can exercise their data subject rights on time.

For example, privacy notices should be customer-friendly, utilising straightforward language and avoiding legal jargon. Where the processing of personal data is required, there should be explicit mechanisms to offer consent and prompts (such as the sharing of personal data with a credit bureau service). Similarly, firms must provide logical routes and platforms for customers to alter their consent preferences.

Myth Number 3: If you’ve turned off GPS, then it’s not tracking you.

Experiment with this one at home. Open Google Maps, choose a destination, and then press the Go button. Then, without quitting the app, go to Airplane mode. Then return to the app. Now proceed to your destination while keeping an eye on your blue dot. When you put your phone in aeroplane mode, GPS communications are generally not disabled.

You can still use the app within the range of the loaded maps if you loaded them before going into aeroplane mode. People collecting your GPS location, on the other hand, will be able to capture your Geo-location long after you leave that range.

Myth Number 4: You can completely clear your browsing history

Even when you go incognito, your browsing history is linked to your identity and is rarely private. The data that can be extracted from your browser paints a horrifying picture.

You can obtain information about installed apps and operating systems, and if your name is associated with your machine or installed applications, it can frequently save registrant identification. This means that a site can access your first and last name, username, stored cookies, and so on. This is common when active offensive intelligence activities are targeted.

Although you are unlikely to be subjected to a hostile attack, having your personal information taken for marketing and demographic purposes seems offensive and invasive.

Myth Number 5: Your devices cannot spy on you

Have you ever had a chat on your phone about something,’ and then afterwards seen an advertisement for the same thing on Facebook or Instagram? Isn’t it a coincidence that you uttered a band name to your Google Home or Alexa and then heard that band appear next on Google Play Music?

Having gadgets in your residence that are managed by other “people” gives third parties access to private information such as when you sleep when you’re away, and when your children may be left at home alone. This type of data can be gathered, pooled, and harvested. Today’s technology world has no privacy. You have no privacy when using your phone.

Conclusion

The definition of privacy is simple in theory but more challenging in practice. Constant technological advancements have profoundly affected our internet experience. We now use the internet not only for study and work, but also to purchase, explore, connect, and express ourselves. We end up exchanging a massive quantity of data in the process, data that contains insights into who we are and how we live.

One prevalent misconception is that privacy is difficult to achieve. Even under ideal conditions, developing completely ‘private’ systems is nearly impossible. A little thought and effort can avert a lot of privacy harm.

We are living in an increasingly digital age. We shop online and share our life on social media. Governments go digital to improve efficiency, promote safety and security, and combat fraud. Businesses, too, are embracing digital technologies to provide more efficient and personalised systems and services. All of these systems capture massive amounts of personal data and utilize that information to monitor or influence us, often without our knowledge.

You have no privacy when you’re online. You have no privacy while you’re around devices. It is time we change these things and recognize these poorly designed systems, challenge them and spread awareness about them.