Welcome & Opening Remarks

Maureen K. OhlhausenCommissioner

Federal Trade Commission

Presentation on Usability Research

Jennifer KingUniversity of California, Berkeley School

of Information

Improving Disclosures and

Privacy PoliciesJennifer King

UC Berkeley School of InformationIn Short: Advertising & Privacy Disclosures in a Digital World

5.30.2012

• Human-computer interaction (HCI) – the study of how people interact with computers

• Usability – “a quality attribute that assesses how easy user interfaces are to use” (Nielsen)

• User-centered design – a structured product development methodology that involves users throughout all stages of development in order to create a Web site that meets users' needs (Usability.gov)

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Can you spot the scissors?

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Image credit: Jeff Johnson, “Designing With the Mind In Mind,” p.7.

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Selective Attention Quiz: Did the toolbox contain a

hammer?

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Image credit: Jeff Johnson, “Designing With the Mind In Mind,” p.7.

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Image source: http://uxdesign.smashingmagazine.com/2011/05/27/getting-started-with-defensive-web-design/

Contextual notification (browser)

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Mobile contextual notification

iOS location request prompt on the iPhone

Image source: http://support.apple.com/kb/HT1975

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Visualizing online reading

Image source: http://www.useit.com/eyetracking/; Findings: Nielsen, Useit.com

• Eyetracking heatmap shows areas of most focus (red) to least (blue) to none (grey)•“F” shaped pattern based on scanning navigation, list items, and menus•Users generally read about 25% of text on a page

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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A privacy policy viewed on 1920 x 1080 resolution (23 in.) monitor

Source: http://www.apple.com/privacy/ (5/23/12)

• Long• Lacks visual

hierarchy• No call to

action• Requires

college degree (or more) to decipher

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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View from the mobile browser

Source: Yelp.com’s Privacy Policy viewed on an Android mobile browser

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Redesign: Emphasizing visual clarity

Source: Gregg Bernstein, http://www.iagreeto.org/cta-redesigns/

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Summarizing: Tabular approach

Source: Standardizing Privacy Notices: An Online Study of the Nutrition Label Approach. Patrick Gage Kelley, Lucian Cesca, Joanna Bresee, and Lorrie Faith Cranor. CHI 2010.

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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Summarizing: Layered notices

Source: Travis Pinnick, TRUSTe - http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/

5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-

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View from a mobile application

Source: Twitter app for Android, Privacy Policy of May 16, 20125/30/12

FTC Disclosure Workshop - Jen King, UC Berkeley I-School

But keep scrolling . . .

Source: Twitter app for Android, Privacy Policy of May 16, 20125/30/12

FTC Disclosure Workshop - Jen King, UC Berkeley I-School

Short notices for mobile

Source: Travis Pinnick, TRUSTe - http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/ 5/30/12

FTC Disclosure Workshop - Jen King, UC Berkeley I-School

Panel 1: Universal and Cross-Platform Advertising Disclosures

• Steve DelBianco — NetChoice• Linda Goldstein — Promotion Marketing Association• Sally Greenberg — National Consumers League• Jennifer King — University of California, Berkeley School of

Information• Paul L. Singer — Office of the Texas Attorney General• Svetlana N. Walker — The Clorox Company

Panel 1: Universal and Cross-Platform Advertising Disclosures

• Steve DelBianco — NetChoice• Linda Goldstein — Promotion Marketing Association• Sally Greenberg — National Consumers League• Jennifer King — University of California, Berkeley School of

Information• Paul L. Singer — Office of the Texas Attorney General• Svetlana N. Walker — The Clorox Company

Panel 1: Universal and Cross-Platform Advertising Disclosures

• Steve DelBianco — NetChoice• Linda Goldstein — Promotion Marketing Association• Sally Greenberg — National Consumers League• Jennifer King — University of California, Berkeley School of

Information• Paul L. Singer — Office of the Texas Attorney General• Svetlana N. Walker — The Clorox Company

Title

Subtitle

Panel 2: Social Media Advertising Disclosures

• Susan Cooper — Facebook, Inc.• Jim Dudukovich — Word of Mouth Marketing Association• Malcolm Faulds — Bzz Agent, Inc.• Stacey Ferguson — Blogalicious Community and

Conferences• Susan Shook — The Procter & Gamble Company• Robert Weissman — Public Citizen

Panel 2: Social Media Advertising Disclosures

• Susan Cooper — Facebook, Inc.• Jim Dudukovich — Word of Mouth Marketing Association• Malcolm Faulds — BzzAgent, Inc.• Stacey Ferguson — Blogalicious Community and

Conferences• Susan Shook — The Procter & Gamble Company• Robert Weissman — Public Citizen

Example 1

Example 2

Example 3

Example 4

Example 5

Panel 2: Social Media Advertising Disclosures

• Susan Cooper — Facebook, Inc.• Jim Dudukovich — Word of Mouth Marketing Association• Malcolm Faulds — Bzz Agent, Inc.• Stacey Ferguson — Blogalicious Community and

Conferences• Susan Shook — The Procter & Gamble Company• Robert Weissman — Public Citizen

Panel 3: Mobile Advertising Disclosures

• Anna Bager — Interactive Advertising Bureau• Michelle De Mooy — Consumer Action• Jim Halpert — Internet Commerce Coalition• Mark J. Odegard — Best Buy Co., Inc.• David Schellhase — Groupon, Inc.• Paul L. Singer — Office of the Texas Attorney

General• Sheryl Ann Yamuder — Dunkin’ Brands, Inc.

Panel 3: Mobile Advertising Disclosures

• Anna Bager — Interactive Advertising Bureau• Michelle De Mooy — Consumer Action• Jim Halpert — Internet Commerce Coalition• Mark J. Odegard — Best Buy Co., Inc.• David Schellhase — Groupon, Inc.• Paul L. Singer — Office of the Texas Attorney

General• Sheryl Ann Yamuder — Dunkin’ Brands, Inc.

Panel 3: Mobile Advertising Disclosures

• Anna Bager — Interactive Advertising Bureau• Michelle De Mooy — Consumer Action• Jim Halpert — Internet Commerce Coalition• Mark J. Odegard — Best Buy Co., Inc.• David Schellhase — Groupon, Inc.• Paul L. Singer — Office of the Texas Attorney

General• Sheryl Ann Yamuder — Dunkin’ Brands, Inc.

Title

Subtitle

Panel 4: Mobile Privacy Disclosures

App Download Overview

Manas Mohapatra — Federal Trade Commission Andrew Schlossberg — Federal Trade Commission

2

Apple: App Download Process

3

Apple: App Description and Install Screen

4

Apple: App Description Screen (continued)

5

Apple: Download Now Screen

6

Apple: App Home Page Screen

7

Apple: Location Prompt/Settings Screen

Android App Download Process

8

9

Android: App Description and Install Screen

10

Android: App Description and Install Screen (Continued)

11

Android: Permissions Screen

12

Android: Location Permission Screen

13

Android: App Open/Uninstall Screen

14

Android: App EULA (post-open)

15

Android: App Home Page Screen

16

Android: Global Location Settings Screen

Panel 4: Mobile Privacy Disclosures

• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive

Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.

Slides presented by Ilana Westerman, Create with Context, Inc., are not included in

this deck

Panel 4: Mobile Privacy Disclosures

• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive

Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.

Mobile apps, privacy and kidsAn industry solution

Who makes all of these apps?Moms, dads, grandmas, grandpas, aunts, uncles, cousins, brothers, sisters, teachers, special education paraprofessionals, college students, education experts, kids, software developers, nurses…

Privacy Disclosure Icon

A way to disclose, now what? How can we best define the things to

disclose on a privacy icon? Where is the best location to place this icon? How can we encourage adoption by app

developers? How can we make this a positive icon to

display on the developers website/app store listing?

How do we educate app customers about this icon?

Jim Brock, Founderjim@privacychoice.org

@privacychoiceblog.privacychoice.org

FTC WorkshopAdvertising & Privacy

Disclosures in a Digital WorldMay 30, 2012

mission: make privacy easier

for users for publishers

for application builders

privacyscore analyticschoiceprivacy

policymaker

founded 2009

open-source code and policy templates

developer resource center

policymaker

20-minute wizard

hosted web-views

developer alerts

customizable apis

icons + layered disclosure

good, better + best recommendations

guided policy implementation

covering over 1,000 tracking domains and companies

automated ad tracking and analytics disclosure

will link to do-not-track options if/when available

at-a-glance badge for parents

Policy DesignCreating Effective Privacy Policies

Layered Policy Design

Policy Summary Data in Product Design

TRUSTe Mobile Policy Generator

Policy Summary Data in Mobile

Recommendations

An effective policy summary should:

1. Support a user’s ability to assess a site or app’s privacy practices at an appropriate time (like a decision making moment such as app download)

2. Support a method of delivery that is informative without being overwhelming or intrusive to the user experience

3. Provide only the information that is most relevant, like the data collection practices which are invisible to users

Panel 4: Mobile Privacy Disclosures

• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive

Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.

Panel 4: Mobile Privacy Disclosures

• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive

Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.

Closing Remarks

Mary K. EngleAssociate Director

FTC Division of Advertising Practices