"Americans Don't Understand What Companies Can Do With Their Personal Data — and That's a Problem"
In a new report titled "Americans Can't Consent to Companies' Use of Their Data," researchers surveyed more than 2,000 Americans about digital marketing policies and how companies can and should use their personal data. Their objective was to determine whether online "informed consent" techniques are effective. They discovered that most Americans do not understand the basics of online marketing techniques and policies. Many Americans feel incapable of consenting to how businesses use their personal information. Therefore, according to the researchers, Americans cannot truly grant informed consent to the collection of their digital data. Results from the survey showed that 56 percent of American adults do not understand the phrase "privacy policy," often misunderstanding that it indicates a company will not share their personal data with third parties without consent. In reality, many of these policies say that a company may share or sell whatever data it collects about site users to other websites or businesses. Since many Americans find it difficult to understand online privacy, with "opting-out," "opting-in," biometrics, and Virtual Private Networks (VPNs), they do not trust what is done with their digital data. Eighty percent of Americans believe that the information companies have about them can be used against them. This article continues to discuss findings from the survey that provide insights into Americans' knowledge regarding online marketing practices and how companies can use their data.