The privacy war that Apple doesn’t fight

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At least for For ten years, privacy advocates have dreamed of a universal and legally effective “Do Not Track” settingNow, at least in the most populous state of the United States, this dream has become a reality. So why is Apple not such a company? Increasingly using privacy as a selling point-Help its customers take advantage of it?

When California passes California Consumer Privacy Act In 2018, it has a big asterisk. In theory, the law gives California residents the right to tell websites not to sell their personal data.In practice, exercising this right means Click for endless privacy policies and cookie notifications, Displayed one by one on each site you visit. Only masochists or die-hard privacy enthusiasts will have the trouble of clicking cookie settings every time they look up a menu or buy a vacuum cleaner. For most people, the right to privacy will still be a right that only exists on paper, until there is a simple one-click way to opt out of tracking the entire Internet.

The good news is that this ideal is getting closer and closer to reality. Although the CCPA does not explicitly mention global opt-outs, the California Attorney General’s regulations on the interpretation of the law issued in 2020 stipulate that companies must respect a law in the same way that they handle individual requests.The technology of universal opt-out does not actually exist, but last fall, an alliance of companies, non-profit organizations, and publishers Unveil A global privacy control technical specification that can send CCPA executable “do not track” signals at the browser or device level.

Today, if you live in California, you can enable global privacy controls by Use a private browser Like Brave or download privacy extensions like Duck go Or Privacy Badger, in any browser you already use. (Seriously, do it. The full list of options is here.) Once you do this, you will automatically tell the website you visit “Don’t sell my personal information” without having to click on anything—and, unlike previous efforts to create a universal opt-out, any Decent size Companies doing business in California are legally obliged to comply, which requires adding a few lines of code to their website.

The status of CCPA enforcement remains unclear, as some companies oppose the attorney general’s broad interpretation of the law. But the California government has begun to make it clear that it intends to implement global privacy control requirements. (cross Recently passed The California Privacy Act will be fully effective in 2023, making this requirement clearer. )

In mid-July, Digiday Report Attorney General Rob Bonta’s office “sent at least 10 and possibly more than 20 company letters asking them to comply with GPC.” A project appeared in the recent List The CCPA enforcement action on the Attorney General’s website stated that a company was forced to start complying with this signal.

Now, the bad news. Although installing a privacy extension or browser is much easier than clicking a million privacy pages, it is still unlikely for the vast majority of people to do so. (It remains to be seen whether DuckDuckGo Laying paper for American highways and cities Billboards will inspire a new wave of privacy connoisseurs. )

This is important because Online privacy is collective, Not an individual.The problem with universal tracking is not only that it can allow someone to access your personal location data and use it to spoil your life, because Happened recently A Catholic priest whose commercially available Grindr data reveals a pattern of frequent visits to gay bars. Even if you personally choose to opt out of tracking, you still live in a world shaped by surveillance.Tracking-based advertising Leading to a decline in high-quality publications By cannibalizing the premium paid by advertisers to reach the audience. It is cheaper to find these readers on social media or even on low-level extremist news sites. It enhances the motivation to continuously maximize engagement on social media platforms. These will not disappear until a large number of people choose not to be fully tracked anymore.



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