Surveillance: RFID Radio Frequency Identification Tags: Surveillance thro supply chain & maybe in use & thro to disposal ? Tesco, M&S Asda – deny using tags to trace post purchase but need to be deactivated leaving store (or microwaved) Used as implants for German Club members & for some Health Care in US.
IF something needs to be done: More permission marketing (Minority Report case didnt work) Greater openness by Companies: clarity over what data is collected & why Stronger legislation: but Compliance Officers asked what we can get away with – ie letter not spirit of law) Privacy Impact Assessments: before a system is in place
Or is it (cynically?)……. We cant rewind, weve gone too far… Horn (1979) The digital computer…provide…the means to treat individuals as individuals ….. protection of privacy will be large Shubik (19..)
The Data-Informed Marketing Model and its Social Responsibility Martin Evans Cardiff Business School Cardiff University