Microsoft took a bold step last month in announcing that IE 10 will ship with “do not track” enabled by default. Advertisers are up in arms about it. They claim it will “harm consumers.” Really? When we believe that protecting an individual’s privacy somehow harms them we have entered a very Orwellian world of double-speak.
Microsoft has adhered to a fundamental principle of Privacy By Design: Make privacy the default setting. All of us that ever hated Microsoft for shipping products with security and privacy features turned off (and every other feature turned on!) should be shouting for joy and leaping to defend this embattled company.
Microsoft made the right call. I hope they stick to it.
Will it hurt marketers and advertisers? Doubtful under this voluntary system (see related articles.) But let’s say they played by the rules and did not bypass the setting. If anything, it means marketers will have to try harder to convince consumers to overcome their inertia to disable privacy protection. Or here’s a novel idea, advertisers: Convince consumers to give you the information you want willingly instead of sneaking it from cookies and other deceptive tools.
What is true is that the direction we are headed is generally the wrong one. Everyone from big companies to political campaigns are recognizing the power of “big data” and they all want more of it. And let’s be very honest about why they want it: To manipulate you and me. We can go back and forth all day about it helps get the right ads in front of the right people, but remove all the double-speak and what you have left is manipulation.
I for one don’t want to be manipulated. Catered to, perhaps. Pampered, for sure. But go manipulate someone else as far as I’m concerned. Why not give every person browsing the web that same opportunity for privacy without having to take extra steps to protect themselves? The bold and the foolhardy can always undo the settings at their convenience.
In the end, Microsoft’s choice will not undo the millions of dollars spent on Internet advertising. Nor, unfortunately does the cynic in me believe it will technically protect our privacy. But it has started a conversation, which for now, is good enough for me. I hope more people wake up to the importance of protecting their fragile privacy.