1. Online Privacy and Codes of Conduct Peter Fleischer Global Privacy Counsel my personal blog: http://www.peterfleischer.blogspot.com/

2. Topics Search Chrome Maps Social Networking Health Ads The Cloud

3. What do we collect in search? URL, including query IP address Time and date of search Operating system Browser type Cookie ID

4. Anonymizing server logs: 9 months for IP addresses/ 18 for cookies Balancing various factors: privacy, security, and improving our services to improve our search to defend our systems/ fight fraud/protect users How long do we retain search logs? 123.45.67.XX - 25/Mar/2003 10:15:32 - http://www.google.com/search?q=cars - Firefox 1.0.7; Windows NT 5.1 - XXXXXXXXXXXXXXXX

5. Web History // Putting users in control of their data When a user signs up for Web History (to deliver personalized search results), they are given full control of the information they share with Google, including the ability to pause, remove, and bookmark items, and delete their account at any time.

6. Google Chrome Locally stored history Incognito mode Google Suggest

7. Maps

8. Street View What should be private in a public space?

9. Simple Notification Tools

10. Google Earth

11. 11 Latitude: User-controlled location sharing

12. Using Google to Communicate, Show and Share Users

13. Designing Privacy Controls In All Our Products All Google products have sharing controls built in

14. Orkut: Detailed Privacy Controls

15. Google Health At its foundation, Google Health is about putting people in control of their health information. Google Health puts users in complete control over who views their health information and who can add information to their profile. Google Health provide privacy protections equivalent to those required under HIPPA

16. Query-based Ad Selection – AdWords Mutual Funds – ACME Corp Learn how mutual funds work and compare different types of funds. www.acme.com/mutualfunds Connect with consumers when they search Mutual Funds – ACME Corp Learn how mutual funds work and compare different types of funds. www.acme.com/mutualfunds

17. Advertising & the internet 17

18. 18 Third-Party Ad Serving in a nutshell User 1. Get: www.cnn.com ISP Cookie: doubleclick.com UID=619 Partner Ad 2. Send: HTML page 4. Send ad for UID=619 3. Get: doubleclick.com/ad Cookie doubleclick.com UID=619

19. 19 NAI Code of Conduct 19 In addition to requiring notice to consumers about the use of 3rd party cookies, the NAI mandates that member advertising networks provide an "opt-out“ mechanism for the targeted ad programs they provide. The NAI opt-out tool is a simple Web-based utility that allows you to opt out of receiving targeted ads from member ad networks.

20. UK IAB Code of Conduct UK Industry Self-Regulatory Code for Interest based advertising, ensuring choice and transparency. Google one of the founding signatories other firms include Yahoo, AOL, MSFT Consumer portal: www.youronlinechoices.com (screenshots below)‏www.youronlinechoices.com Code welcomed by the UK Data Protection Authority and the communications regulator OfCom. Model for pan-European code under discussion within IAB-Europe. Consumer top-tipsConsumer FAQsConsumer portal landing page

21. Transparency & Notice Feedback – Ads by Google www.PBS.org/FRONTLINE

22. Transparency & Notice – landing page for in ad notice Link to Ads Preference Manager

23. Meaningful Choice PERSISTENT OPT-OUT

24. Adding interests – consumer empowerment & engagement

25. Beyond notice: Google Privacy Channel

26. Updating privacy laws 1980 OECD on Privacy 1995 EU Privacy Directive 2004 APEC Privacy Framework 1993 First Web Browser 2008 countries with privacy laws countries with no privacy laws

27. The Cloud

28. Thank you Discussion?