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• The use cases for a element in HTML

  1 January 2014, by silvia

  The W3C HTML WG and the WHATWG are currently discussing the introduction of a <main> element into HTML.

  The <main> element has been proposed by Steve Faulkner and is specified in a draft extension spec which is about to be accepted as a FPWD (first public working draft) by the W3C HTML WG. This implies that the W3C HTML WG will be looking for implementations and for feedback by implementers on this spec.

  I am supportive of the introduction of a <main> element into HTML. However, I believe that the current spec and use case list don’t make a good enough case for its introduction. Here are my thoughts.

  Main use case: accessibility

  In my opinion, the main use case for the introduction of <main> is accessibility.

  Like any other users, when blind users want to perceive a Web page/application, they need to have a quick means of grasping the content of a page. Since they cannot visually scan the layout and thus determine where the main content is, they use accessibility technology (AT) to find what is known as “landmarks”.

  “Landmarks” tell the user what semantic content is on a page: a header (such as a banner), a search box, a navigation menu, some asides (also called complementary content), a footer, …. and the most important part: the main content of the page. It is this main content that a blind user most often wants to skip to directly.

  In the days of HTML4, a hidden “skip to content” link at the beginning of the Web page was used as a means to help blind users access the main content.

  In the days of ARIA, the aria @role=main enables authors to avoid a hidden link and instead mark the element where the main content begins to allow direct access to the main content. This attribute is supported by AT – in particular screen readers – by making it part of the landmarks that AT can directly skip to.

  Both the hidden link and the ARIA @role=main approaches are, however, band aids: they are being used by those of us that make “finished” Web pages accessible by adding specific extra markup.

  A world where ARIA is not necessary and where accessibility developers would be out of a job because the normal markup that everyone writes already creates accessible Web sites/applications would be much preferable over the current world of band-aids.

  Therefore, to me, the primary use case for a <main> element is to achieve exactly this better world and not require specialized markup to tell a user (or a tool) where the main content on a page starts.

  An immediate effect would be that pages that have a <main> element will expose a “main” landmark to blind and vision-impaired users that will enable them to directly access that main content on the page without having to wade through other text on the page. Without a <main> element, this functionality can currently only be provided using heuristics to skip other semantic and structural elements and is for this reason not typically implemented in AT.

  Other use cases

  The <main> element is a semantic element not unlike other new semantic elements such as <header>, <footer>, <aside>, <article>, <nav>, or <section>. Thus, it can also serve other uses where the main content on a Web page/Web application needs to be identified.

  Data mining

  For data mining of Web content, the identification of the main content is one of the key challenges. Many scholarly articles have been published on this topic. This stackoverflow article references and suggests a multitude of approaches, but the accepted answer says “there’s no way to do this that’s guaranteed to work”. This is because Web pages are inherently complex and many <div>, <p>, <iframe> and other elements are used to provide markup for styling, notifications, ads, analytics and other use cases that are necessary to make a Web page complete, but don’t contribute to what a user consumes as semantically rich content. A <main> element will allow authors to pro-actively direct data mining tools to the main content.

  Search engines

  One particularly important “data mining” tool are search engines. They, too, have a hard time to identify which sections of a Web page are more important than others and employ many heuristics to do so, see e.g. this ACM article. Yet, they still disappoint with poor results pointing to findings of keywords in little relevant sections of a page rather than ranking Web pages higher where the keywords turn up in the main content area. A <main> element would be able to help search engines give text in main content areas a higher weight and prefer them over other areas of the Web page. It would be able to rank different Web pages depending on where on the page the search words are found. The <main> element will be an additional hint that search engines will digest.

  Visual focus

  On small devices, the display of Web pages designed for Desktop often causes confusion as to where the main content can be found and read, in particular when the text ends up being too small to be readable. It would be nice if browsers on small devices had a functionality (maybe a default setting) where Web pages would start being displayed as zoomed in on the main content. This could alleviate some of the headaches of responsive Web design, where the recommendation is to show high priority content as the first content. Right now this problem is addressed through stylesheets that re-layout the page differently depending on device, but again this is a band-aid solution. Explicit semantic markup of the main content can solve this problem more elegantly.

  Styling

  Finally, naturally, <main> would also be used to style the main content differently from others. You can e.g. replace a semantically meaningless <div id=”main”> with a semantically meaningful <main> where their position is identical. My analysis below shows, that this is not always the case, since oftentimes <div id=”main”> is used to group everything together that is not the header – in particular where there are multiple columns. Thus, the ease of styling a <main> element is only a positive side effect and not actually a real use case. It does make it easier, however, to adapt the style of the main content e.g. with media queries.

  Proposed alternative solutions

  It has been proposed that existing markup serves to satisfy the use cases that <main> has been proposed for. Let’s analyse these on some of the most popular Web sites. First let’s list the propsed algorithms.

  Proposed solution No 1: Scooby-Doo

  On Sat, Nov 17, 2012 at 11:01 AM, Ian Hickson <ian@hixie.ch> wrote:
  | The main content is whatever content isn’t
  | marked up as not being main content (anything not marked up with <header>,
  | <aside>, <nav>, etc).
  

  This implies that the first element that is not a <header>, <aside>, <nav>, or <footer> will be the element that we want to give to a blind user as the location where they should start reading. The algorithm is implemented in https://gist.github.com/4032962.

  Proposed solution No 2: First article element

  On Sat, Nov 17, 2012 at 8:01 AM, Ian Hickson  wrote:
  | On Thu, 15 Nov 2012, Ian Yang wrote:
  | >
  | > That’s a good idea. We really need an element to wrap all the <p>s,
  | > <ul>s, <ol>s, <figure>s, <table>s ... etc of a blog post.
  |
  | That’s called <article>.
  

  This approach identifies the first <article> element on the page as containing the main content. Here’s the algorithm for this approach.

  Proposed solution No 3: An example heuristic approach

  The readability plugin has been developed to make Web pages readable by essentially removing all the non-main content from a page. An early source of readability is available. This demonstrates what a heuristic approach can perform.

  Analysing alternative solutions

  Comparison

  I’ve picked 4 typical Websites (top on Alexa) to analyse how these three different approaches fare. Ideally, I’d like to simply apply the above three scripts and compare pictures. However, since the semantic HTML5 elements <header>, <aside>, <nav>, and <footer> are not actually used by any of these Web sites, I don’t actually have this choice.

  So, instead, I decided to make some assumptions of where these semantic elements would be used and what the outcome of applying the first two algorithms would be. I can then compare it to the third, which is a product so we can take screenshots.

  Google.com

  http://google.com – search for “Scooby Doo”.

  The search results page would likely be built with:

  • a <nav> menu for the Google bar
  • a <header> for the search bar
  • another <header> for the login section
  • another <nav> menu for the search types
  • a <div> to contain the rest of the page
  • a <div> for the app bar with the search number
  • a few <aside>s for the left and right column
  • a set of <article>s for the search results

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element before the app bar in this case. Interestingly, there is a <div @id=main> already in the current Google results page, which “Scooby Doo” would likely also pick. However, there are a nav bar and two asides in this div, which clearly should not be part of the “main content”. Google actually placed a @role=main on a different element, namely the one that encapsulates all the search results.

  “First Article” would find the first search result as the “main content”. While not quite the same as what Google intended – namely all search results – it is close enough to be useful.

  The “readability” result is interesting, since it is not able to identify the main text on the page. It is actually aware of this problem and brings a warning before displaying this page:

  

  Facebook.com

  https://facebook.com

  A user page would likely be built with:

  • a <header> bar for the search and login bar
  • a <div> to contain the rest of the page
  • an <aside> for the left column
  • a <div> to contain the center and right column
  • an <aside> for the right column
  • a <header> to contain the center column “megaphone”
  • a <div> for the status posting
  • a set of <article>s for the home stream

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains all three columns. It’s actually a <div @id=content> already in the current Facebook user page, which “Scooby Doo” would likely also pick. However, Facebook selected a different element to place the @role=main : the center column.

  “First Article” would find the first news item in the home stream. This is clearly not what Facebook intended, since they placed the @role=main on the center column, above the first blog post’s title. “First Article” would miss that title and the status posting.

  The “readability” result again disappoints but warns that it failed:

  

  YouTube.com

  http://youtube.com

  A video page would likely be built with:

  • a <header> bar for the search and login bar
  • a <nav> for the menu
  • a <div> to contain the rest of the page
  • a <header> for the video title and channel links
  • a <div> to contain the video with controls
  • a <div> to contain the center and right column
  • an <aside> for the right column with an <article> per related video
  • an <aside> for the information below the video
  • a <article> per comment below the video

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains the rest of the page. It’s actually a <div @id=content> already in the current YouTube video page, which “Scooby Doo” would likely also pick. However, YouTube’s related videos and comments are unlikely to be what the user would regard as “main content” – it’s the video they are after, which generously has a <div id=watch-player>.

  “First Article” would find the first related video or comment in the home stream. This is clearly not what YouTube intends.

  The “readability” result is not quite as unusable, but still very bare:

  

  Wikipedia.com

  http://wikipedia.com (“Overscan” page)

  A Wikipedia page would likely be built with:

  • a <header> bar for the search, login and menu items
  • a <div> to contain the rest of the page
  • an &ls; article> with title and lots of text
  • <article> an <aside> with the table of contents
  • several <aside>s for the left column

  Good news: “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains the rest of the page. It’s actually a <div id=”content” role=”main”> element on Wikipedia, which “Scooby Doo” would likely also pick.

  “First Article” would find the title and text of the main element on the page, but it would also include an <aside>.

  The “readability” result is also in agreement.

  

  Results

  In the following table we have summarised the results for the experiments:

  Site	Scooby-Doo	First article	Readability
  Google.com	FAIL	SUCCESS	FAIL
  Facebook.com	FAIL	FAIL	FAIL
  YouTube.com	FAIL	FAIL	FAIL
  Wikipedia.com	SUCCESS	SUCCESS	SUCCESS

  Clearly, Wikipedia is the prime example of a site where even the simple approaches find it easy to determine the main content on the page. WordPress blogs are similarly successful. Almost any other site, including news sites, social networks and search engine sites are petty hopeless with the proposed approaches, because there are too many elements that are used for layout or other purposes (notifications, hidden areas) such that the pre-determined list of semantic elements that are available simply don’t suffice to mark up a Web page/application completely.

  Conclusion

  It seems that in general it is impossible to determine which element(s) on a Web page should be the “main” piece of content that accessibility tools jump to when requested, that a search engine should put their focus on, or that should be highlighted to a general user to read. It would be very useful if the author of the Web page would provide a hint through a <main> element where that main content is to be found.

  I think that the <main> element becomes particularly useful when combined with a default keyboard shortcut in browsers as proposed by Steve: we may actually find that non-accessibility users will also start making use of this shortcut, e.g. to get to videos on YouTube pages directly without having to tab over search boxes and other interactive elements, etc. Worthwhile markup indeed.

• The use cases for a element in HTML

  1 January 2014, by silvia

  The W3C HTML WG and the WHATWG are currently discussing the introduction of a <main> element into HTML.

  The <main> element has been proposed by Steve Faulkner and is specified in a draft extension spec which is about to be accepted as a FPWD (first public working draft) by the W3C HTML WG. This implies that the W3C HTML WG will be looking for implementations and for feedback by implementers on this spec.

  I am supportive of the introduction of a <main> element into HTML. However, I believe that the current spec and use case list don’t make a good enough case for its introduction. Here are my thoughts.

  Main use case: accessibility

  In my opinion, the main use case for the introduction of <main> is accessibility.

  Like any other users, when blind users want to perceive a Web page/application, they need to have a quick means of grasping the content of a page. Since they cannot visually scan the layout and thus determine where the main content is, they use accessibility technology (AT) to find what is known as “landmarks”.

  “Landmarks” tell the user what semantic content is on a page: a header (such as a banner), a search box, a navigation menu, some asides (also called complementary content), a footer, …. and the most important part: the main content of the page. It is this main content that a blind user most often wants to skip to directly.

  In the days of HTML4, a hidden “skip to content” link at the beginning of the Web page was used as a means to help blind users access the main content.

  In the days of ARIA, the aria @role=main enables authors to avoid a hidden link and instead mark the element where the main content begins to allow direct access to the main content. This attribute is supported by AT – in particular screen readers – by making it part of the landmarks that AT can directly skip to.

  Both the hidden link and the ARIA @role=main approaches are, however, band aids: they are being used by those of us that make “finished” Web pages accessible by adding specific extra markup.

  A world where ARIA is not necessary and where accessibility developers would be out of a job because the normal markup that everyone writes already creates accessible Web sites/applications would be much preferable over the current world of band-aids.

  Therefore, to me, the primary use case for a <main> element is to achieve exactly this better world and not require specialized markup to tell a user (or a tool) where the main content on a page starts.

  An immediate effect would be that pages that have a <main> element will expose a “main” landmark to blind and vision-impaired users that will enable them to directly access that main content on the page without having to wade through other text on the page. Without a <main> element, this functionality can currently only be provided using heuristics to skip other semantic and structural elements and is for this reason not typically implemented in AT.

  Other use cases

  The <main> element is a semantic element not unlike other new semantic elements such as <header>, <footer>, <aside>, <article>, <nav>, or <section>. Thus, it can also serve other uses where the main content on a Web page/Web application needs to be identified.

  Data mining

  For data mining of Web content, the identification of the main content is one of the key challenges. Many scholarly articles have been published on this topic. This stackoverflow article references and suggests a multitude of approaches, but the accepted answer says “there’s no way to do this that’s guaranteed to work”. This is because Web pages are inherently complex and many <div>, <p>, <iframe> and other elements are used to provide markup for styling, notifications, ads, analytics and other use cases that are necessary to make a Web page complete, but don’t contribute to what a user consumes as semantically rich content. A <main> element will allow authors to pro-actively direct data mining tools to the main content.

  Search engines

  One particularly important “data mining” tool are search engines. They, too, have a hard time to identify which sections of a Web page are more important than others and employ many heuristics to do so, see e.g. this ACM article. Yet, they still disappoint with poor results pointing to findings of keywords in little relevant sections of a page rather than ranking Web pages higher where the keywords turn up in the main content area. A <main> element would be able to help search engines give text in main content areas a higher weight and prefer them over other areas of the Web page. It would be able to rank different Web pages depending on where on the page the search words are found. The <main> element will be an additional hint that search engines will digest.

  Visual focus

  On small devices, the display of Web pages designed for Desktop often causes confusion as to where the main content can be found and read, in particular when the text ends up being too small to be readable. It would be nice if browsers on small devices had a functionality (maybe a default setting) where Web pages would start being displayed as zoomed in on the main content. This could alleviate some of the headaches of responsive Web design, where the recommendation is to show high priority content as the first content. Right now this problem is addressed through stylesheets that re-layout the page differently depending on device, but again this is a band-aid solution. Explicit semantic markup of the main content can solve this problem more elegantly.

  Styling

  Finally, naturally, <main> would also be used to style the main content differently from others. You can e.g. replace a semantically meaningless <div id=”main”> with a semantically meaningful <main> where their position is identical. My analysis below shows, that this is not always the case, since oftentimes <div id=”main”> is used to group everything together that is not the header – in particular where there are multiple columns. Thus, the ease of styling a <main> element is only a positive side effect and not actually a real use case. It does make it easier, however, to adapt the style of the main content e.g. with media queries.

  Proposed alternative solutions

  It has been proposed that existing markup serves to satisfy the use cases that <main> has been proposed for. Let’s analyse these on some of the most popular Web sites. First let’s list the propsed algorithms.

  Proposed solution No 1: Scooby-Doo

  On Sat, Nov 17, 2012 at 11:01 AM, Ian Hickson <ian@hixie.ch> wrote:
  | The main content is whatever content isn’t
  | marked up as not being main content (anything not marked up with <header>,
  | <aside>, <nav>, etc).
  

  This implies that the first element that is not a <header>, <aside>, <nav>, or <footer> will be the element that we want to give to a blind user as the location where they should start reading. The algorithm is implemented in https://gist.github.com/4032962.

  Proposed solution No 2: First article element

  On Sat, Nov 17, 2012 at 8:01 AM, Ian Hickson  wrote:
  | On Thu, 15 Nov 2012, Ian Yang wrote:
  | >
  | > That’s a good idea. We really need an element to wrap all the <p>s,
  | > <ul>s, <ol>s, <figure>s, <table>s ... etc of a blog post.
  |
  | That’s called <article>.
  

  This approach identifies the first <article> element on the page as containing the main content. Here’s the algorithm for this approach.

  Proposed solution No 3: An example heuristic approach

  The readability plugin has been developed to make Web pages readable by essentially removing all the non-main content from a page. An early source of readability is available. This demonstrates what a heuristic approach can perform.

  Analysing alternative solutions

  Comparison

  I’ve picked 4 typical Websites (top on Alexa) to analyse how these three different approaches fare. Ideally, I’d like to simply apply the above three scripts and compare pictures. However, since the semantic HTML5 elements <header>, <aside>, <nav>, and <footer> are not actually used by any of these Web sites, I don’t actually have this choice.

  So, instead, I decided to make some assumptions of where these semantic elements would be used and what the outcome of applying the first two algorithms would be. I can then compare it to the third, which is a product so we can take screenshots.

  Google.com

  http://google.com – search for “Scooby Doo”.

  The search results page would likely be built with:

  • a <nav> menu for the Google bar
  • a <header> for the search bar
  • another <header> for the login section
  • another <nav> menu for the search types
  • a <div> to contain the rest of the page
  • a <div> for the app bar with the search number
  • a few <aside>s for the left and right column
  • a set of <article>s for the search results

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element before the app bar in this case. Interestingly, there is a <div @id=main> already in the current Google results page, which “Scooby Doo” would likely also pick. However, there are a nav bar and two asides in this div, which clearly should not be part of the “main content”. Google actually placed a @role=main on a different element, namely the one that encapsulates all the search results.

  “First Article” would find the first search result as the “main content”. While not quite the same as what Google intended – namely all search results – it is close enough to be useful.

  The “readability” result is interesting, since it is not able to identify the main text on the page. It is actually aware of this problem and brings a warning before displaying this page:

  

  Facebook.com

  https://facebook.com

  A user page would likely be built with:

  • a <header> bar for the search and login bar
  • a <div> to contain the rest of the page
  • an <aside> for the left column
  • a <div> to contain the center and right column
  • an <aside> for the right column
  • a <header> to contain the center column “megaphone”
  • a <div> for the status posting
  • a set of <article>s for the home stream

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains all three columns. It’s actually a <div @id=content> already in the current Facebook user page, which “Scooby Doo” would likely also pick. However, Facebook selected a different element to place the @role=main : the center column.

  “First Article” would find the first news item in the home stream. This is clearly not what Facebook intended, since they placed the @role=main on the center column, above the first blog post’s title. “First Article” would miss that title and the status posting.

  The “readability” result again disappoints but warns that it failed:

  

  YouTube.com

  http://youtube.com

  A video page would likely be built with:

  • a <header> bar for the search and login bar
  • a <nav> for the menu
  • a <div> to contain the rest of the page
  • a <header> for the video title and channel links
  • a <div> to contain the video with controls
  • a <div> to contain the center and right column
  • an <aside> for the right column with an <article> per related video
  • an <aside> for the information below the video
  • a <article> per comment below the video

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains the rest of the page. It’s actually a <div @id=content> already in the current YouTube video page, which “Scooby Doo” would likely also pick. However, YouTube’s related videos and comments are unlikely to be what the user would regard as “main content” – it’s the video they are after, which generously has a <div id=watch-player>.

  “First Article” would find the first related video or comment in the home stream. This is clearly not what YouTube intends.

  The “readability” result is not quite as unusable, but still very bare:

  

  Wikipedia.com

  http://wikipedia.com (“Overscan” page)

  A Wikipedia page would likely be built with:

  • a <header> bar for the search, login and menu items
  • a <div> to contain the rest of the page
  • an &ls; article> with title and lots of text
  • <article> an <aside> with the table of contents
  • several <aside>s for the left column

  Good news: “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains the rest of the page. It’s actually a <div id=”content” role=”main”> element on Wikipedia, which “Scooby Doo” would likely also pick.

  “First Article” would find the title and text of the main element on the page, but it would also include an <aside>.

  The “readability” result is also in agreement.

  

  Results

  In the following table we have summarised the results for the experiments:

  Site	Scooby-Doo	First article	Readability
  Google.com	FAIL	SUCCESS	FAIL
  Facebook.com	FAIL	FAIL	FAIL
  YouTube.com	FAIL	FAIL	FAIL
  Wikipedia.com	SUCCESS	SUCCESS	SUCCESS

  Clearly, Wikipedia is the prime example of a site where even the simple approaches find it easy to determine the main content on the page. WordPress blogs are similarly successful. Almost any other site, including news sites, social networks and search engine sites are petty hopeless with the proposed approaches, because there are too many elements that are used for layout or other purposes (notifications, hidden areas) such that the pre-determined list of semantic elements that are available simply don’t suffice to mark up a Web page/application completely.

  Conclusion

  It seems that in general it is impossible to determine which element(s) on a Web page should be the “main” piece of content that accessibility tools jump to when requested, that a search engine should put their focus on, or that should be highlighted to a general user to read. It would be very useful if the author of the Web page would provide a hint through a <main> element where that main content is to be found.

  I think that the <main> element becomes particularly useful when combined with a default keyboard shortcut in browsers as proposed by Steve: we may actually find that non-accessibility users will also start making use of this shortcut, e.g. to get to videos on YouTube pages directly without having to tab over search boxes and other interactive elements, etc. Worthwhile markup indeed.

• Privacy in Business: What Is It and Why Is It Important?

  13 July 2022, by Erin — Privacy

  Privacy concerns loom large among consumers. Yet, businesses remain reluctant to change the old ways of doing things until they become an operational nuisance. 

  More and more businesses are slowly starting to feel the pressure to incorporate privacy best practices. But what exactly does privacy mean in business? And why is it important for businesses to protect users’ privacy? 

  In this blog, we’ll answer all of these questions and more. 

  What is Privacy in Business?

  In the corporate world, privacy stands for the business decision to use collected consumer data in a safe, secure and compliant way. 

  Companies with a privacy-centred culture: 

  • Get explicit user consent to tracking, opt-ins and data sharing 
  • Collect strictly necessary data in compliance with regulations 
  • Ask for permissions to collect, process and store sensitive data 
  • Provide transparent explanations about data operationalisation and usage 
  • Have mechanisms for data collection opt-outs and data removal requests 
  • Implement security controls for storing collected data and limit access permissions to it 

  In other words: They treat consumers’ data with utmost integrity and security – and provide reassurances of ethical data usage. 

  What Are the Ethical Business Issues Related to Privacy?

  Consumer data analytics has been around for decades. But digital technologies – ubiquitous connectivity, social media networks, data science and machine learning – increased the magnitude and sophistication of customer profiling.

  Big Tech companies like Google and Facebook, among others, capture millions of data points about users. These include general demographics data like “age” or “gender”, as well as more granular insights such as “income”, “past browsing history” or “recently visited geo-locations”. 

  When combined, such personally identifiable information (PII) can be used to approximate the user’s exact address, frequently purchased goods, political beliefs or past medical conditions. Then such information is shared with third parties such as advertisers. 

  That’s when ethical issues arise. 

  The Cambridge Analytica data scandal is a prime example of consumer data that was unethically exploited. 

  Over the years, Google also faced a series of regulatory issues surrounding consumer privacy breaches:

  • In 2021, a Google Chrome browser update put some 2.6 billion users at risk of “surveillance, manipulation and abuse” by providing third parties with data on device usage. 
  • The same year, Google was taken to court for failing to provide full disclosures on tracking performed in Google Chrome incognito mode. A $5 billion lawsuit is still pending.
  • As of 2022, Google Analytics 4 is considered GDPR non-compliant and was branded “illegal” by several European countries. 

  If you are curious, learn more about Google Analytics privacy issues. 

  The bigger issue? Big Tech companies make the businesses that use their technologies (unknowingly) complicit in consumer data violations.

  In 2022, the Belgian data regulator found the official IAB Europe framework for user consent gathering in breach of GDPR. The framework was used by all major AdTech platforms to issue pop-ups for user consent to tracking. Now ad platforms must delete all data gathered through these. Biggest advertisers such as Procter & Gamble, Unilever, IBM and Mastercard among others, also received a notice about data removal and a regulatory warning on further repercussions if they fail to comply. 

  Big Tech firms have given brands unprecedented access to granular consumer data. Unrestricted access, however, also opened the door to data abuse and unethical use. 

  Examples of Unethical Data Usage by Businesses 

  • Data hoarding means excessively harvesting all available consumer data because a possibility to do so exists, often using murky consent mechanisms. Yet, 85% of collected Big Data is either dark or redundant, obsolete or trivial (ROT).
  • Invasive personalisation based on sensitive user information (or second-guesses), like a recent US marketing campaign, congratulating women on pregnancy (even if they weren’t expecting). Overall, 75% of consumers find most forms of personalisation somewhat creepy. 22% also said they’d leave for another brand due to creepy experiences.
  • Hyper-targeted advertising campaigns based on data consumers would prefer not to share. A recent investigation found that advertising platforms often assign sensitive labels to users (as part of their ad profiles), indicative of their religion, mental issues, history with abuse and so on. This allows advertisers to target such consumers with dubious ads. 

  Ultimately, excessive data collection, paired with poor data protection in business settings, results in major data breaches and costly damage control. Given that cyber attacks are on the rise, every business is vulnerable. 

  Why Should a Business Be Concerned About Protecting the Privacy of Its Customers?

  Businesses must prioritise customer privacy because that’s what is expected of them. Globally, 89% of consumers say they care about their privacy. 

  As frequent stories about unethical data usage, excessive tracking and data breaches surface online, even more grow more concerned about protecting their data. Many publicly urge companies to take action. Others curtail their relationships with brands privately. 

  

  On average, 45% of consumers feel uncomfortable about sharing personal data. According to KPMG, 78% of American consumers have fears about the amount of data being collected. 40% of them also don’t trust companies to use their data ethically. Among Europeans, 41% are unwilling to share any personal data with businesses. 

  Because the demand for online privacy is rising, progressive companies now treat privacy as a competitive advantage. 

  For example, the encrypted messaging app Signal gained over 42 million active users in a year because it offers better data security and privacy protection. 

  ProtonMail, a privacy-centred email client, also amassed a 50 million user base in several years thanks to a “fundamentally stronger definition of privacy”.

  The growth of privacy-mindful businesses speaks volumes. And even more good things happen to privacy-mindful businesses: 

  • Higher consumer trust and loyalty 
  • Improved attractiveness to investors
  • Less complex compliance
  • Minimum cybersecurity exposure 
  • Better agility and innovation

  It’s time to start pursuing them! Learn how to embed privacy and security into your operations.