On-Line Privacy: A Study of the DoubleClick CaseOverviewDoubleClick vs. Harriet JudnickThe Ethics of PrivacyPopular AnalogiesThe Problem with AnalogiesPrivacy in DoubleClick vs. JudnickWhat Can Be DoneImplications of Privacy On-LineOn-Line Privacy:A Study of the DoubleClick CaseMark BannerComputer Science 99February 23, 2000OverviewWhat is the DoubleClick case?Where does the right to privacy come from?Can we apply physical rights to the virtual world?What ethical stance should we take in the DoubleClick case?What are the implications of this point of view?DoubleClick vs. Harriet JudnickDoubleClick combines online data with other information to enable “targeted” marketing“DoubleClick not only knows where you go online and what you do there but also who you are, where you live, and your phone number.” – Business Week, Feb. 14, 2000, p 38Judnick is asking that DoubleClick get permission before gathering data and destroy all existing dataThe Ethics of PrivacyPrivacy is not a priori“It is a particular society that determines whether one has the right to look at people in public or private.”– Bernard Gert, Morality p 115There is a negative-utilitarianism about rights in general and privacy rights in particularPopular AnalogiesMan with a camera on a street cornerStore surveillance cameraSurveyors standing on the streetPaparazzi photographers stalking famous figures“Truman show” societyThe Problem with AnalogiesThey are never quite close enough to the virtual worldThey imply that the virtual world functions in the same way as the physical worldThey deny that rights are a context-based, society-centric phenomenaPrivacy in DoubleClick vs. JudnickIs the harm from gathering information greater than the harm from losing the information?Society is leaning towards support of privacy as control of informationAnonymous information gathering seems harmless and efficientWhat Can Be DoneDoubleClick can record information without specific information about the userGathered information can be kept within the company; subject to legal punishmentInternet users can:–Opt-out of their system (http://www.doubleclick.com/company_info/about_doubleclick/privacy/privacy2.htm )–Turn off cookies–Avoid DoubleClick member sitesImplications of Privacy On-LineWho pays for the Internet?The end of “free” services?Increase in number of “useless” ads?Texas stalking