1. The DoubleClick controversy and other related issues pertaining to privacy on the Internet

2. Overview Privacy DoubleClick Other Privacy Issues and Incidents Stakeholders Ethical Implications Summary

3. Privacy Accessibility to others Form of control Amount of information known Physical access When does private information become public? Information as property

4. DoubleClick and Privacy Collecting personal information about people without their knowledge –Acquiring companies which have large databases of personal information (eg. Abacus, Opt-In EMail.com) –Collecting information from web-sites that claimed such info was not being shared –The “invisible” third party

5. DoubleClick’s Privacy Policy Information Collected in Ad Recovery –“ In the course of delivering an ad to you, DoubleClick does not collect any personally-identifiable information about you, such as your name, address, phone number or email address. DoubleClick does, however, collect non-personally identifiable information about you, such as the server your computer is logged onto, your browser type (for example, Netscape or Internet Explorer), and whether you responded to the ad delivered.”

6. Merger with Abacus Nov. 13, 1999 - Merged with Abacus Direct Corporation Merged databases - Information about where people live, how much money they make, where they travel, entertainment, health information, recreational web-sites they visit (eg. http://www.sleazypics.com), etc. Contrary to privacy policy

7. Opt-In EMail.com Dec. 1, 1999 - DoubleClick announced acquisition of Opt-In EMail.com Opt-In EMail.com gathers demographic information like name, gender, age, occupation Merging of databases again Web-based email

8. “Invisible” Third Party

9. Complaints against DoubleClick Target of six private lawsuits Several privacy advocacy groups Electronic Privacy Information Center (EPIC) –Accused DoubleClick of building massive databases on consumers’ buying habits and identities

10. Complaints against DoubleClick Federal Trade Commission (FTC) conducting inquiry New York Attorney General inquiry Michigan Attorney General files notice against DoubleClick –Accused of violating Michigan’s consumer protection laws

11. DoubleClick’s Response Moves to quell privacy debate Internet Privacy Education Program Allows users to block its “cookies” Educate consumers on how to protect themselves when browsing and shopping online

12. DoubleClick’s Response Privacy Officer Privacy Advisory Board Pricewaterhouse Coopers, L.L.P to perform periodic privacy audits Refer users to http://www.privacychoices.org EPIC calls its “feeble attempt at crisis management”

13. Other Privacy Incidents Lawsuit against Yahoo “E-stalking” –“Cookies” act as surveillance cameras that illegally monitor and stalk web-users without their full knowledge or consent –Yahoo accused of theft, trespassing and other related wrongs.

14. Other Privacy Incidents Health sites violate their own privacy standards Accidental violations –Unaware that third-party advertisers have access to personal information they are collecting

15. New Privacy Laws? DoubleClick controversy has ignited demand for legislation regarding privacy on the Internet Legal system struggling to keep pace with technological change Cannot rely on self-policing industry

16. Good side of DoubleClick Not clear if DoubleClick is causing harm to anyone User has option to opt-out Increased profiling may lead to web-surfers actually finding something they like

17. Stakeholders Joe Shmo DoubleClick Clients of DoubleClick (sending end) Clients of DoubleClick (receiving end) Government (Clinton administration)

18. Stakeholders

19. Ethical Implications Breach of privacy (personal info becoming public) Anonymity Responsibility and fault fall on all stakeholders to varying degrees Deliberate misrepresentation on privacy policies

20. Summary Breach of privacy laws as theft of property DoubleClick merging databases with other companies, accumulating personal info; channeling private info from one client to another Need for new privacy laws Conclusion: –“Government, industry, and privacy advocates will have to decide where to draw the line on how much information one company can maintain”

21. Main Sources New York Times Archives –http://www.nytimes.com/library/tech/ Wall Street Journal –http://www.wsj.com/ DoubleClick –http://www.doubleclick.net Computers, Ethics & Social Values –CS 99 Textbook