I’m at the IAB conference in Toronto. Canada has a privacy law, PIPEDA law (The Personal Information Protection and Electronic Documents Act) passed in 2001, based on OECD principles.

Barbara Bucknell
, the director of policy and research at Office of the Privacy Commissioner where she worries about how to protect privacy while being able to take advantage of all the good stuff data can do.

A recent large survey found that more than half of Canadians are more concerned about privacy than they were last year. Only 34% think the govt is doing enough to keep their privacy safe. Globally, 8 out of 10 are worried about their info being bought, sold, or monitored. “Control is the key concern here.” “They’re worried about surprises: ‘Oh, I didn’t know you were using my information that way!'”

Adam Kardash [this link
?] says that all the traditional approaches to privacy have be carefully reconsidered. E.g., data minimization says you only collect what you need. “It’s a basic principle that’s been around forever.” But data scientists, when asked how much data they need for innovation, will say “We need it all.” Also, it’s incredibly difficult to explain how your data is going to be used, especially at the grade 6-7 literacy rate that is required. And for data retention, we should keep medical info forever. Marketers will tell you the same thing so they can give you information about you what you really need.

Adam raises the difficulties with getting consent, which the OPC opened a discussion about. Often asking for consent is a negligible part of the privacy process. “The notion of consent is having an increasingly smaller role” while the question of control is growing.

He asks Barbara “How does PEPIDA facility trust?”

Barbara: It puts guardrails into the process. They may be hard implement but they’re there for a reason. The original guidelines from the OECD were prescient. “It’s good to remember there were reasons these guardrails were put in place.”

Consent remains important, she says, but there are also other components, including accountability. The organization has to protect data and be accountable for how it’s used. Privacy needs to be built into services and into how your company is organized. Are the people creating the cool tech talking to the privacy folks and to the legal folks? “Is this conversation happening at the front end?” You’d be surprised how many organizations don’t have those kind of programs in place.

Barbara: Can you talk to the ethical side of this?

Adam: Companies want to know how to be respectful as part of their trust framework, not just meeting the letter of the law. “We believe that the vast majority of Big Data processing can be done within the legal framework. And then we’re creating a set of questions” in order for organisations to feel comfortable that what they’re doing is ethical. This is very practical, because it forestalls law suits. PEPIDA says that organizations can only process data for purposes a reasonable person would consider appropriate. We think that includes the ethical concerns.

Adam: How can companies facilitate trust?

Barbara: It’s vital to get these privacy management programs into place that will help facilitate discussions of what’s not just legal but respectful. And companies have to do a better job of explaining to individuals how they’re using their data.

Categories: big data, cluetrain, marketing, policy dw