How do you feel if someone unknowingly spies on your credit card number
Won’t it get on your nerves? It definitely would come out as a blast of
impulsiveness. Nobody, actually, likes to keep a watch on what indeed is so
sensitive. Today, almost every organization takes a sneak peek into your
personal data. Online shopping or trading is trending. But, you can’t place an
order without passing your details to the websites, like amazon, aliexpress,
flipkart and many more. Alone amazon had 197 million visitors per month in 2017,
according to the statista. The Wal-Mart trailed it with 127 million unique
visitors during the similar year.
Now put on your thinking cap and predict, how much information they would have.
The market research for the business intelligence emerges as a key performance
indicator in the present scenario. But, it can’t be so sans data. This is why
most of the market researchers delve into the data mining. They stack millions
of data entries in their data warehouse. Its biggest example is Facebook.
Although it is a social media channel, yet it invests on 5,000 data brokers.
Why is it so? Why does Mark Zuckerberg need more data?
The reason is its vitality and potential. The data analysts mine golden
opportunities out of the collective data sets. If we look into the Facebook’s
revenue, the whopping $27 billion would be found as its earning through
advertising strategies in 2016. These are all drawn out of the gathered data.
Data Acquisition Fiasco:
Almost everyone lives in the fool’s paradise before the outburst of the CA
(Cambridge Analytica) fiasco. Every FB user did not have any clue that his
detail is churned out to make significant business decisions. All these blunders
begin with a false interpretation of tech-based companies. They mouth off that
their product is dirt cheap. But actually, it’s not free. You pay them, although
not in dollars, but in data.
Facebook fiasco:It might be an untold fact, but the fiasco of CA brought it in
the spotlight. It indeed was not an excuse of Mark (the FB owner) because it was
Kogan, who came with the app called ‘its mydigitallife’. It ran an online survey
that was meant to deliver to the CA.
However, FB allows in-app experience for improving its functionality for the
users. Alexander Kogan (a Russian-American Academic) took leverage out of this
policy. When approximately 80 million users authorized an access to their FB
account, the app took away their data. FB’s Zuckerberg called it a case of ‘an
unauthorized acquisition of data’. He didn’t sell the data chunks to monetize.
But, the third party (CA) used it to derive monitory benefit. If the
questionnaire ought to read as ‘your information may be used for commercial
purpose’, Zuckerberg might not appear in a negative role.
Meanwhile, the CA used users’ details for building tools to target voters.
Understanding their identity & behavior was no big deal. Subsequently, an
online campaign was drafted on the basis of the so-called psychographic
modeling. It benefitted Donald Trump to win the US presidential election.
FB removed that app on being informed about its malicious attempts in 2015. But,
its aftermath quizzed Zuckerberg. Dozens of communities have left it.
More than 20 Consumer groups lodged a complaint with federal officials (US).
They found this product of Google indulged in unethical practice. The appellant
groups noticed that YouTube failed to abide by the rules of the Children’s
Online Privacy Protection Act.
The aforesaid act mandates to obtain consent of the parents before extracting
kid’s data. It has defined 13 or more as the age limit of the YouTube users. If
the user is younger than this age, he/she can access YouTube Kids App. It shows
the filtered videos that are fit for the under-age kids.
re-marketing on the YouTube Kids’ app. But in reality, it collects the data from
this app and draws a blueprint of targeting accordingly.
Launch of GDPR:
• Who implemented GDPR?
On seeing the disruptive nature of data violation, the EU (European Union) has
decided to strictly implement the General Data Protection Regulation (GDPR). It
was conceived two years ago. But now, the necessity has made it to follow
strictly. It would come into effect from May 2018 formally.
The surging up cases of breaching emerged as a mother of this regulation. It
would put the barrier on the roads that bridge the data to the data services
providers (likedata entry service providers, data miners and researchers). The
European Union is its origin. But, its impact would be seen far beyond the
• What does it do?
The GDPR safeguards the privacy of the user’s data. It defines a global standard
of privacy and confidentiality. This law will fasten the noose around the app
owner who illicitly exploits the users’ data. The rephrased structure of the
previous Governing Data Protection (1995) protects user name, his/her email id,
number, location, IP address, cookies and other digital fingerprints.
What policies are made?
• The data subjects (individuals whose data are) would have right to know which
companies are collecting data and why. It would ensure transparency in using
one’s personal data.
• The consent of the data subjects would be a must.
• If the data subjects want to delete their data, they would have that right.
• If the data is hacked, the data subjects must be informed about it within 72
hours of disclosure. If it doesn’t happen, the infringer may be penalized with
$1.6 billion or 4 percent of his annual revenue.
• Obtaining parental consent would be compulsory if the data subject is under
Coppa Rule for YouTube:
The Coppa or Children’s Online Privacy Protection Act (1998) was expanded in
2012 by the Federal officials. The disruptive use of mobile phones led to this
amendment. According to the revamped regulation for the YouTube,
• The data mining company shall take the consent of the parents before using the
identity, contact and location of the child. They can be the photos of the kids,
videos, audios and mobile location.
• The privacy terms of YouTube service straightforwardly states that it is
strictly for the 13 and above users. It also defines how a company collects it
to tailor an ad.