ETHICS IN

DATA PRIVACY
- GROUP 7
Akshit Aggarwal (2019PGP068) | Amit Kumar
Bhattacharyya (2019PGP071) | Garima Singh
(2019PGP084) | Kartikeya Tewari (2019PGP091) |
Kinshuk Sarkar (2019PGP094) | Mayank Ghezta
(2019PGP099) | Shrishti Paliwal (2019PGP119) |
Shubham Gupta (2019PGP120) | Urja Shah
(2019PGP130)
“Without a systematic
way to start and keep
data clean, bad data will
happen.”
- Donato Diorio
 INTRODUCTION
We live in the age of Data. Organisations; public or private; collect,
assimilate and analyse data in quantities unimagined in human
history. The written word itself, from the Sacred books to the war
texts from ancient times from the Rig Veda and the Bible to
Chanakyaneeti and the Art of War is reflective of the importance
given by previous human generations to data gathering before
decision making. The scale at which we accumulate and analyse
data in our current age though is akin to the moments we first
harnessed fire or when we invented the atomic bomb, or discovered
any other course-altering technology, a primal pivotal moment in
history where humans are in possession of a power greater than any
they have controlled before, and thus a power shrouded in mystery,
hope and doubt.
 CURRENT SCENARIO

Organizations today collect and store data of everyone in

this world. For example, Google always stores user data,
from distance travelled to searches to mails sent.
According to estimates and sources they collect around

● 20 million web pages

● 3 million daily search
● track device up to 6 months
even if the user does not log in to their account. Then
algorithms are put to use on this data delivering
customer-specific products and advertisements.
 LEGAL FRAMEWORKS

● Ethics = Legality + Morality

● United Nations Personal Data Protection and
Privacy principles
● General Data Protection Regulation 2016/679
(European Union)
● Indian Legal Framework

○ The Information Technology Act, 2000

○ IT (Reasonable Security Practices and

Procedures and Sensitive Personal Data or
Information) Rules, 2011
 DATA ETHICS
Data Ethics is defined as a “new branch of ethics that studies and evaluates moral problems related to data,
algorithms and corresponding practices in order to formulate and support morally good solutions”

How is this data How is it being

being used? shared?

Data ethics also What are the

considers the “How?”
and “In what way?” data
repercussions of this
is shared, collected, data collection short
maintained, analysed and term and long
appropriated.
term?”
FACEBOOK

Roadblocks
• Facebook failed to protect data
privacy in cases like Cambridge
Analytica, the GRDP and the US
Presidential elections where data
from Facebook was used to profile
and then target uses with specific
ads.

• Another issue is regarding fake

news and content moderation
which includes removal of
harmful contents.
FACEBOOK

Strategies to overcome
Blueprint for future
• Increase in data privacy by making sure that
such issues don’t happen again. • Create a team designed to deal with fake
news problem and content moderation.
• Work with government to make better security
standards and with that maintaining them. • Investigate the third-party usage of data
and if unethical ban them from using
• Create a system to moderate content and Facebook and related platforms
identify and remove fake news and also provide
an option to users where they can report such
issues
 GOOGLE
Google has been heavily scrutinized for
breaking anti-trust laws across the world
from Texas to the European Union, and
Roadblocks
they have been fined heavily for violating
the laws
 They have been accused of altering
search results to profit them over other
competitors and favouring their own
applications, despite low engagement
 Google also limits their AdSense
partners, requiring them to rely heavily
on Google and favour them over other
advertising companies, despite it not
being in their interest to do so
Google has also come under fire for
privacy related complaints. They
share user information across their
services, making it easier to build a
user profile and design ads to target
customers
 Google tracks users across
websites, using cross domain
tracking and collects the data to
develop their user profile
 They have also enabled third
party trackers to follow users
across websites
GOOGLE
Strategies to overcome
• Make ads and services Opt-In instead of Opt-Out.
Allow users to decide the level of information they
want to share
• Strengthen the anonymization of user data i.e.
remove identifying markers such as I.P, unique cookie
IDs
• Develop Contextual Advertising as an alternative to
Targeted advertising, since it has shown more promise
and is less invasive
Blueprint for future
• Set up an Ethics Committee to look at
various services and understand the ethical
implications of the same. Empower the
committee to make recommendations
• Develop better privacy related features and
make anonymization of user the cornerstone
of your company
FACEBOOK- CAMBRIDGE ANALYTICA

Roadblocks

● CA was blamed for having

collected the data of millions of
other people for political and
financial gains without their
consent, amidst the data-privacy
scandal

● Data was enough to create a profile

which implied which kind of
advertisement would be most
efficient to influence a unique
person in a distinct location for the
federal event
FACEBOOK- CAMBRIDGE ANALYTICA
Strategies to overcome
• During a crisis, try to maintain a position of
communication leadership, exercising control over the
information being published.
• Increase the data security of all the applications that
have high amount of public data and follow standards
regarding data and privacy
• Apologize and defend yourself publicly. Inform
customers about the data safety standards upheld by
Facebook and ensure trust in the public
Blueprint for future
• Change how the company stores and shares
data with third-party apps
• Investigate all third-party apps having
access to data
• Ban app developers that are not complying
with a full audit
• Form an “Data Governance and Ethics”
committee to govern the public data usage
“Data that is
loved tends to
survive.”
– Kurt Bollacker
 CONCLUSION

Data is power. It always has been. Data is our past, present and
future and only now we as an infant race are beginning to fully
realise and interpret its full implications. However ethical Data
Governance is not a choice, it is an inevitable yet virtuous cycle,
good data governance leads to better AI, and better AI, in turn,
supports more ethical AI. More ethical AI directly results in
increased end-user confidence and trust, which in turn leads to
more personal and better data being willingly offered for analysis
which leads to more efficient AI. Data ethics, Data Security and
Data Governance hence will prove to be parameters of
paramountcy for any organisation in the near and distant future
THANK YOU