@aureliepols © 2016

Data Accountability & Consumer Trust June 23rd 2016 Aurélie Pols

@aureliepols

About me: MAD / BRU / SFO

1.  Data Governance & Privacy Advocate for Krux Digital 2.  EAG: Ethics Advisory Group for the European Data Protection

Supervisor (EDPS) 3.  Chief Visionary Officer for Mind Your Privacy

•  Training Advisory Board, International Association of Privacy Professionals (IAPP) •  Ethics & Privacy professor in Big Data & Analytics Master, Instituto de Empresa (IE) •  [Entrepreneur / Data Scientist? / Privacy Engineer? / Mother] •  (Dutch nationality, French mother tongue, work mostly in English, live in Spain)

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@aureliepols

The European Data Protection Supervisor:

an independent institution responsible for ensuring the

protection of personal data by the EU institutions and bodies

The EDPS

Giovanni Buttarelli EDPS

Wojciech Wiewiórowski Assistant EDPS

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@aureliepols

[Entrepreneur / Data Scientist / Privacy Engineer / Mother]

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The Internet grows up; enters Big (& ubiquity of) Data

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The New Yorker - July 5, 1993 10 years later…

@aureliepols

Digital Ads & Targeting Online Advertising surpasses TV to record annual spend of €36.2bn

DATA load 2.5 quintillion bytes of data are created everyday

Perpetually connected consumer } 3 connected devices used per person in 2014

} 9h53m is the average time spent by US adults on connected screens every day Sources : IAB (2016), IBM (2014), Statistica (US, 2014), eMarketer (US, 2015)

DATA PRIVACY THE NEW ERA

@aureliepols

DATA PRIVACY THE PARADOX

65% of consumers do not have confidence in the security of their personal data.

67% are willing to share personal data in exchange for additional services.

Source: Accenture

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Setting the Data Privacy stage

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Privacy actors within the data ecosystem

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DATA ECOSYSTEM

Citizens Consumers

Voters

Authorities law +

enforcement

Companies Businesses

DATA QUALITY CLASS ACTIONS AdBlocking

COMPLIANCE

GDPR Fines: 4% of Global Turn-Over

@aureliepols

Framing digital data accountability

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OUR CLIENTS

DATA FLOW

RESPONSIBLITY

DATA CONTROLLER

DATA PROCESSOR

THEIR CUSTOMERS

PRIVACY RIGHTS

DATA PROTECTION / SECURITY PRIVACY BY DESIGN (PbD)

DATA ETHICS

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Foundations of Privacy Law

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One legal concept to rule them all FTCs Fair Information Practice Principles (FIPPs)

Transparency

Choice

Information review &

correction Information protection

Accountability

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Comparing global Privacy legislation

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Purpose, Consent & Data Uses evolution

Purpose

Consent

FIPPs

Data for approved use

Before Big Data: Purpose

Consent

FIPPs Data analysis or merging

New business opportunity

Today’s challenge:

@aureliepols

The devil in the details, for our clients Purpose = Reason for data collection, usually broad

•  Website improvement, better UX •  Marketing communication •  Sharing data with 3rd parties

Consent •  Types

•  Implicit: Opt-in? Double opt-in?; Explicit: Opt-out? •  Depends upon

•  Type of data: PII, sensitive data, … •  Type of sector: financial, health, … •  Geography: US vs. EU, Singapore, …

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Privacy legislation kicks in with PII / Personal Data (yet lines are blurring!)

@aureliepols

General Data Protection Regulation (GPDR) - May 25 2018

GDPR Fines: 4% of Global Turn-Over !!!

Which variables or combination exactly?

Data types & the law: obligations vary

Hashing & encryption (by default) 17

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Tension between US PII & EU Personal Data Personally Identifiable Information (PII) Personal Data

1.  Name, such as full names, maiden name, mother’s maiden name, or alias;

2.  Personal identification #: social security # (SSN), passport #, driver’s license #, account and credit card #;

3.  Address information: street address or email; 4.  Asset information: Internet Protocol (IP) or Media

Access Control (MAC); 5.  Phone #, including mobile, business and personal.

Information identifying personally owned property such as vehicle registration # or title # and related information.

“Personal data shall mean any information relating to an individual or identifiable natural person (“data subject”); an identifiable person is one who can be identified, directly or indirectly, in particular or by reference to an identification number or to one or more factors specific to his physical, mental, economic, cultural or social identity”

Based on the definition commonly used by most US States Directive 95/46/EC, the Data Protection Directive

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De-identification is a compliance exercise

From Shades of Grey: Seeing the full spectrum of Practical Data De-Identification by Jules Polonetsky, Omer Tene & Kelsey Finch, April 1st 2016, http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2757709

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Identification capabilities is a TRUST issue

From Data Privacy: Understanding Privacy principles and ensuring compliance of your digital activities by Aurélie Pols for AT Internet, May 2016

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Moving beyond the divide: Digital Ethics •  Layer approach for data driven companies:

Privacy Engineering by Krux •  Promise to our clients’ clients: TRUST •  Bare minimum: Compliance!

VALUE / ETHICS

Respect individuals Corporate Social Responsibility

RISK

Do not harm Standard Operating Procedure

COMPLIANCE

Don’t hit people! Legislation

ETHICS

PROCESS

LAW

@aureliepols

For Krux, this means

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ü Assuring compliance & limiting risk for Krux ü Assuring our clients’ data uses are compliant with

legislations they address + global platform !!! ü Leveraging the data to allow our clients to make

ethical decisions about their data uses

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Evolving Privacy legislation (short term)

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Old and new EU Privacy rules STABLE EU PRIVACY LEGISLATION

SafeHarbor for international transfers of personal data

EU Data Protection Directive (95/46/EC) regulates personal data within the EU

EU ePrivacy Directive* on Privacy & Electronic Communication – think cookies! * (2002/58/EC amended 2006/24/EC & 2009/136/EC)

FUTURE EU PRIVACY LEGISLATION

PrivacyShield strong enough?

EU General Data Protection Regulation (GDPR) strengthens & unifies data protection for EU citizens

Revision of the ePrivacy Directive à Regulation? Confidentiality for all communications (Skype, WhatsApp, …) + strengthen consent rules?

May 25 2018

Draft December 2016: EU DNT?

@aureliepols

Data Privacy laws globally?

Blue = Strong Privacy legislation - Green = Moderate - Orange = Limited ??

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Data Balkanization vs. UN Globalization effort

Joe Cannataci UN Special Rapporteur Privacy in the Digital Age

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Challenges & Opportunities

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Competing on Privacy?

•  Increased non compliance risk for the data industry

•  Clients will require: ü Guidance ü Documentation ü Features

Privacy Engineering by Krux

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@aureliepols

For Krux, this means

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ü Assuring compliance & limiting risk for Krux ü Assuring our clients’ data uses are compliant with

legislations they address + global platform !!! ü Leveraging the data to allow our clients to make

ethical decisions about their data uses

@aureliepols

@aureliepols

DOs

1.  Define your role with the Data Ecosystem 2.  Keep metadata on Purpose and Consent* 3.  Undergo Privacy Impact/Risk Assessments (PIAs) for

§  Product Launches §  (new) Data Uses

4.  Document Data Flows 5.  Keep data clean & to a minimum: data retention & breach

notifications * Unless anonymization today, not tomorrow!!!

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DON’Ts*

1.  Break the Consent chain 2.  Disrespect Customer Expectations 3.  Sell personal data without Consent 4.  Buy data without understanding Purpose 5.  Enrich data without understanding previous rules •  Unless anonymization today, not tomorrow

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@aureliepols

Ethics of the data analyst

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I shall remember data are not only numbers but actual people, that could be harmed by my work;

I shall treat data that might identify individuals with the utmost care, which includes respect for their dignity, avoiding discrimination, as well as security best practices;

I will not do to personal data what I wouldn’t find acceptable for data related to my family, friends, loved ones or myself;

I understand personal data, PII &/or sensitive data is context based and often difficult to identify. In case of doubt, I will ask for help or escalate in order to take the appropriate measures;

I understand data about individuals needs to travel with initial purpose of the data – the reason why it exists - & their respective consent mechanisms;

a)  I will never use data without knowing where it comes from, it’s purpose and consent mechanisms (see Quién es la Última Principle);

b)  I will never sell non consented data about individuals;

c)  If I sell consented data, it will be accompanied by purpose. Up to the buyer to define whether subsequent data uses are aligned.

I understand consent might be revoked and a Right to be Forgotten – i.e. deletion – could be requested, that might need to be applied;

I shall align security protocols with how personal &/or sensitive the data is;

I will keep trace and document the data used in order to minimize risk related to data uses.

@aureliepols Digital Intelligence Solutions

DATA IS TRANSFORMING OUR VERY LIVES

PRESERVATION OF HUMAN DIGNITY IS AT STAKE

@aureliepols

Gracias / Merci / Danke Schön / Bedankt / תודה /

ευχαριστίες krux.com

apols@krux.com