To Opt In, or Not to Opt In

Tracie Wall

tw041219@ohio.edu

 

Most of us have seen ads for items or companies we have previously viewed online, to some it might be helpful, but others have deemed it creepy and feel that their devices are always listening or tracking them. 

 

What is Online Behavioral Advertising?

 

Online behavioral advertising or OBA, is the widespread practice of targeting users with online ads that are tailored by the user's previous online behavior, according to an article from Carnegie Mellon University. 

 

Online Privacy and Opting Out

 

According to Pew Research Center, roughly 8 in 10 U.S. adults feel they have little or no control over the data that the government or companies collect about them. Have you ever read the privacy policy for an app you downloaded or a website you've visited? Usually the answer is no. 

 

Picture source: Adobe Stock

 

 

Companies are required to give consumers access to their privacy policy, and with new legislation they are also required to inform you about their cookie policy. A cookie, as defined by The Sun, is a file saved to you device that stores the website name as well as a unique ID that represents you as a user. That way if you return, the website already knows you've visited previously. 

 

Privacy policies can usually be found at the bottom of a websites homepage. Easy enough to locate but navigating them can be a different story. 

 

Advertising Ethics

 

Principle number 6 in the Institute for Advertising Ethics: Principles and Practices for Advertising Ethics states, advertisers should never compromise consumers' personal privacy in marketing communications, and their choices as to whether to participate in providing their information should be transparent and easily made. 

 

Since it is required by law, privacy policies can be found on all websites. The issue is that they are so convoluted with legal jargon and can be extremely lengthy that most people doesn't even look at it.

 

The trade off? Consumers either agree to the privacy policy or they don't use the service that company provides. For most people, the tradeoff is minimal, and they are willing to give up some privacy to participate. 

 

Companies and advertisers do follow the advertising ethics, but they do not go above or beyond. They want the data that behavioral tracking provides to continually increase their bottom line.