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Visions - August 2009 Online Safety – Whose responsibility is it?
Do we risk the tragedy of the eCommons? by Craig Spiezle, Executive Director, Online Trust Alliance Online Safety - do we care enough to embrace it, continue to give it lip service or let others worry about it? I fear we are choosing the latter – and risk approaching a “Tragedy of the eCommons.” Unless we act collectively, for the benefit of online consumers the Internet as we know it today will fail to reach its potential. For context the “Tragedy of the eCommons” refers to Garrett Hardin’s 1968 article - “The Tragedy of the Commons”. Central to Hardin’s point is the analogy of herders sharing a common parcel of land (the commons or in today’s case the Internet) on which they are all entitled to let their cattle graze. The dilemma occurs when individual herders, incented to put as many cows on the land as they could, ultimately destroy the shared resource, even when it was clear doing so had negative long-term consequences. Online trust and confidence is today’s commons – our eCommons, and without action, I suggest (and many academics and consumer advocates agree), the effect of businesses acting in their own short-term self interests risks impacting the Internet as we know it today. Online threats continue to flourish on multiple fronts including increases in identity theft, forged email and unchecked data sharing practices. Compounded by the rise in compromised systems and sensitive data loss, consumer confidence continues to decline. In the current economic environment, online criminals are increasingly targeting those who are most vulnerable. This includes those who are unemployed, those who have homes in need of refinancing and retirees who are reinvesting to recoup past financial losses. Fortunately many OTA members and other stakeholders have realized the need for change and are reviewing their business practices. Still, more needs to be done, yet as often is the case, the devil is in the details. For example, with outbound email, can your company, including your CEO, honestly say the frequency of your mailings and subject matter is aligned to the user’s expectations when they gave you their email address? Another example: too often consent statements and privacy policies governing email, behavioral targeting and other use of personal data are difficult to understand. Historically they are written by attorneys for attorneys, and understandably are effectively ignored by the consumers they are intended to help. How about your affiliate and data sharing policies? Could your parents or children understand them? Are you creating teachable moments to help and educate your users? Given the eCommons is in danger, whose responsibility is it to avoid destruction? It is ours – the “herders” sharing today’s commons, the Internet. It is brand marketers, site owners, banks, advertising networks, ISPs and service providers who have this responsibility and opportunity. Should we let an infected computer spew threats or spam to only become a problem for those who receive the threats? No. What about an Internet Service Provider who has the ability to analyze potential threats or shut down email servers before damage can occur? They should take action! Web site owners can detect a user with an outdated and vulnerable browser, should they let the consumer know and point them to upgrade? Absolutely! These issues create a range of complex questions with sometimes equally complex answers; taking action is often hampered by legal, privacy, and cost issues – as well as the potential support burden and customer complaints. Others fear consumers may think businesses are invading their privacy and not believe it is for their welfare. It should be no surprise that consumer choice, preferences, and control of data are top of mind for regulatory officials around the world. Unless we want more government intervention and regulations, now is the time for action. We need to review and retool our online practices and policies to preserve trust and confidence. As our world economies become increasingly dependent on email, ecommerce and online banking, it is incumbent on us, all stakeholders of the eCommons, to embrace our responsibilities. We are very encouraged by the spirit of self-regulation apparent in the eCommons today. Along with OTA, many organizations, including the Interactive Advertising Bureau, Better Business Bureau, BITS/Financial Services Roundtable, Merchant Risk Council, ESPC and others, are driving collaboration and providing support. They are examining business practices and seeking opportunities to provide increased user choice, control and transparency. Yet many other organizations and corporations still need to put their self-interests aside and refocus on those of the community at large. Acting today will help to insure the vitality of ecommerce, online banking and effectiveness of interactive marketing. OTA welcomes all parties to the table to talk, listen and be part of the solution. How can you help?
Comments; Site owners are increasingly tying to move users to current browsers primarily for support objectives. Recently a movement is afloat to abandon support for IE 6. A recent article sites support and layout headaches, http://webworkerdaily.com/2009/08/06/is-it-time-to-just-say-no-to-internet-explorer-6/#comment-322031 and includes code / banners site owners can post to users to upgrade.
Migrating users to more secure browsers is an opportunity and in some cases a responsibility to help protect their data, computer and privacy. The challenge is to position this as a benefit and not be perceived as being intrusive. OTA's recommendation is to encourage users to migrate to the most current version of their current browser brand for their benefit. Done right this reinforces the brand value of the site they are visiting. Trying to move a user to a competitive browser risks causing confusion and may be perceived as self-serving .
About The Online Trust Alliance (OTA) -
https://otalliance.org/ For media-related inquiries, contact:
Liz Shambaugh
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