Who we are, what we like, where we work, where we live: from our personal smartphones to tablet kiosks in supermarkets-everything digital around us knows something about our lives.
The use of user information for profiling purposes has now become the basis of a veritable data economy, in which biggies such as Google, Facebook, Amazon, and Apple stand out, and which is followed by new entrants such as TikTok and WeChat.
The issue of privacy is thus becoming a priority for people and institutions in recent years: already in May 2018 the European Union had signed the so-called GDPR to regulate the processing of user data. In 2019, on the other hand, it was the Facebook-Cambridge Analytica case that had the world talking about privacy and the need to strengthen the mechanisms that ensure the protection of information on the Internet.
Just during 2021, then, Digital Privacy was back among the hot topics following the release of iOS 14.5, an update to Apple’s home mobile operating system focused precisely on limiting online tracking.
In this article we talk to you about how user awareness of these issues has changed in recent years, and how brands have adapted (or not) to the new environment. You will then be able to draw useful insights from it to address these needs in your strategy.
- Google Chrome prepares to ditch cookies
With iOS 14 and 15, Apple becomes a privacy brand
Available for download since September 2020, iOS version 14.0 has introduced major changes regarding the handling of personal data and privacy controls for apps installed on one’s device. Specifically, all apps are now required to notify the user if they request to monitor information shared with websites or apps owned by third-party companies. In addition, developers are required to inform the user about how the data is managed and the options for revoking access.
Then, with version 14.5 in April 2021, Apple strengthened its data protection tools even more: the update introduced the ability to deny online activity tracking altogether. Thus, apps continue to function normally, but can no longer collect information for IDFA (Identifier for advertiser), which is used by advertisers for targeted ad campaigns.
Released this month, finally, iOS 15 continues in the privacy vein with additional changes: speech recognition is now processed entirely offline, without communicating with any servers. This change, along with the new feature that prevents IP address tracking from emails, provides users with armored protection for their data.
Along with these important technical updates, the Cupertino-based company has been pursuing a rebranding strategy in recent years with the aim of appropriating the concept of “digital security” in consumers’ imaginations, and thus making privacy one of the pillars of its brand identity.
In fact, Apple devotes an entire section of its website to the topic of Privacy, thus emphasizing its commitment to the protection of its users’ data.
“Privacy is an inalienable human right. And it’s also one of Apple’s founding values: your devices accompany you in so many moments of your life, but deciding what experiences to share, and with whom, should be yours alone.”
The brand is also committed to accurately explaining how it handles user data, as in this video:
In essence, Apple has thus been able to go beyond simply defending itself against potential privacy criticisms that have hit some competitors: on the strength of a business predominantly based on the sale of devices and services (rather than advertising space), it has been able to leverage data protection as a positioning element.
Facebook and privacy: between confrontation and adaptation
Facebook has demonstrated a very different approach to Digital Privacy than Apple. As everyone knows by now, in 2019 Zuckerberg’s giant faced a legal trial over the Cambridge Analytica case. Indeed, the company was accused of improperly facilitating access to a huge amount of personal data for political purposes.
In addition to this, Apple’s choice to let users block the sharing of data with third parties certainly did not help the social. According to statistics, after the update to iOS 14.5, 89 percent of active users of the system worldwide decided to opt-out and thus revoke the ability to be tracked on the Internet, decisively penalizing those who make money through the sale of advertisements.
The only option left for the social was to (politely) ask the user to re-enable tracking, in order to “help keep Facebook free.”
The company then returned to the discussion recently with the launch of Ray-Ban Stories sunglasses in collaboration with Luxottica. Released on September 9, 2021, the new smart glasses are equipped with a camera that can take photos and record videos while worn. According to reviews, however, the LED present to signal a recording in progress is not clearly visible, and could therefore create controversy in terms of privacy protection.
“Designed for privacy, controlled by you” is the claim that can be read on one of the pages of the site, which is completely dedicated to the topic of privacy. So it is clear that the company is keen to show in the most direct way possible that Rayban Stories comply with all data protection regulations, and that it is the end user who decides how to use the product. For example, Facebook advises not to use them in closed and private places, and not to photograph subjects without first obtaining their consent, thus appealing to the consumer’s common sense.
A look at other web biggies: Twitter and TikTok
New privacy protection requirements have also involved other major players on the web landscape. Twitter, for example, recently announced plans to release some new features including the ability to edit tweets that have already been posted, to automatically delete tweets after a set period of time, or to hide one’s likes.
However, this announcement has not been without controversy: while these features are created to provide a greater level of privacy, at the same time they may create criticality with respect to the veracity of information on the platform. Potentially, a user could change their side of the story and deny past statements-a particularly problematic scenario with respect to accounts of political figures.
Recent privacy measures have also been taken by TikTok. The Chinese social network, after criticism over its treatment of underage users’ data, has updated its privacy policy, making it easier for younger users to read.
Helping its users become more aware of how personal data is handled is one of the social’s new goals. “We want our community members to feel safe when creating their own content,” said Elaine Fox, TikTok’s Head of Privacy for Europe. The platform thus announced the introduction, starting next month, of the “Privacy Pills” format, a section of videos dedicated to teenagers that aim to explain the ways in which user data is collected and used.
Google Chrome prepares to ditch cookies
Google has also decided to implement new features dedicated to user security and privacy on its popular browser. Since last June’s release, Chrome in fact allows us to check with a tap whether a website has access to our device’s microphone, camera or location and, if so, to revoke its permissions. You can then trigger quick actions such as deleting history and cookies, simply with a query in the search bar. Finally, the browser can report corrupted passwords and suggest a new version to replace with one click.
Google’s direction on privacy issues is very clear. In fact, the company is working on the “Privacy Sandbox” project, a tool that will allow it to protect the needs of advertisers while protecting user data. The initiative aims to create a space free of third-party cookies, effectively making them obsolete and no longer necessary for more advanced sites to function properly.
Advertisements will continue to be relevant to the user’s interests, thanks to a set of technologies such as differential privacy, K-anonymity, and local data processing. The Privacy Sandbox will thus allow users’ activities to be screened, and users will be divided into groups of people similar in interests. Simply put: advertising will be targeted not to the individual, but to the group they belong to.
Originally planned for the end of this year, the cookie stop has been postponed until 2023. Google prefers to move at a “responsible pace” after recent allegations of potential anticompetitive practices on the advertising front.
So even the most famous search engine is trying to make privacy part of its identity: on its official blog it states, “Regardless of how you use our products, it’s our responsibility to keep your data private and safe. We work every day to create the best privacy experiences and strongest protections, and we will continue our efforts to make privacy and security easier for you.”
To conclude
In this article, we have seen how digital users’ awareness of the issue of digital privacy has now become central. However, many companies still have work to do to ensure the security of their users’ data. The latest moves by web biggies then point to a trend toward greater user control over their personal data.
What does this mean for your company?
For brands in the near future, it will become critical to ensure the correct level of privacy for their customers and to limit the amount of data collected in order to keep the trust relationship strong. At the same time, however, it will be necessary to find the right ways to gain access to useful information to deliver personalized experiences and customer-oriented service.
