Briefly, very briefly, Microsoft looked like being surprising but serious ‘good-guys’ in relation in Internet privacy. They announced that Internet Explorer 10 would be launched with ‘do not track’ set as ‘on’ by default. That is, that out of the box (or more likely when downloaded), Internet Explorer would be set to prevent tracking by behavioural advertisers. When I read the story, I was shocked, momentarily delighted, and then instantly cynical… and the cynic ended up being right, because within a week, and before it was launched, action was taken to stop it happening.
As Wired reported it, the new draft of the Do Not Track specification, less than a week after Microsoft’s announcement, required that the system be set to ‘opt-out’, rather than ‘opt-in’: users must make a specific decision NOT to be tracked, rather than a specific decision to allow tracking. The idea of Microsoft as heroes of privacy died a quick and sadly unsurprising death…..
Why did this happen?
…and why does it matter? Well, I’ve banged on a large number of times about the importance of ‘opt-in’ – partly because I’m in general an ‘autonomy’ person, who likes the idea of us having as much freedom of action as I can, and partly because I understand the importance of defaults. Defaults matter. They really matter. From a philosophical perspective they matter because they suggest (and even sometimes set) the norms of the society. Is our ‘norm’ that we’re happy to be tracked and surveilled? That’s what setting the default to ‘opt-out’ means. It means that ‘normal’ people don’t mind being tracked, it’s only extremists and privacy geeks that care, and they’ll find their way to turn the tracking off. I don’t know about the rest of you, but that’s a norm I don’t want to accept!
More importantly, perhaps, they matter for a simple, practical reason: because the majority of people don’t ever bother to change their settings – so what they’re given to start with it what they’ll stick with. The internet advertisers know that, and know that very well, which is why Microsoft’s initial announcement must have sent shivers down their spines – and why they made sure that it was quickly and relatively quietly killed. They don’t want ‘normal’ people to avoid being tracked – or even to think about whether they’re being tracked, or at the implications of their being tracked.
Opt-in is NOT a red herring
At a few conferences recently I’ve been told that opt-in is a red herring, that it doesn’t matter, and that only old fuddy-duddies who really don’t ‘get it’ still care about it. At a Westminster e-Forum, the panel basically refused to answer my question about it, and tried to get the audience to laugh rather than respond. There have been good pieces written about the down side of opt-in – most notably ‘opt-in dystopias’ by Lundbad and Masiello (which you can find here), and it cannot be denied that opt-in is far from a panacea. We all know that when given terms and conditions we generally just scroll through them without reading them and just click ‘OK’ when we’re asked.
That, however, does not mean that we should abandon the idea of opt-in: it just means that we should be more intelligent and flexible about it. Find a way that emphasises the important bits about something rather than giving us page after page after page of mind-numbing legalese. Use the interactive and user-friendly nature of modern software to make the process work better – rather than make it work so badly that people ignore it.
The advertisers and others who want to track us understand this very well – and they’re almost certainly delighted that to an extent they’ve managed to shift the discussion away from the opt-in/opt-out agenda, that they’ve managed, to a great extent, to pull the wool over the eyes over even some very experienced and quite expert privacy activists into accepting their own agenda. We should not let this happen.
Defaults matter. Opt-in matters. This little story with Internet Explorer shows that the advertisers know this. Those of us working in the privacy field should remember it too.