Almost everyone agrees that more control is needed on how our private data is used, and a new California law may lead the way. When it comes to apps, up until now our choice has been to either use the app and trust that the vaguely worded privacy agreement really does (fingers crossed) protect our data, or not use the app at all. Of course, there are numerous examples of how that trust has been broken time after time. Now a California law is taking aim at controlling personal data use by companies. Under the law, state residents — and in some cases, all Americans — can demand that large companies show people what data they have about you and with whom they’ve shared it. People will also have the right to request the companies delete and not “sell” the data they have about you.
It is not perfect and it can be a bit complicated. People must go to each company that might have their data in order to delete or restrict what it can do with it. But the California law also envisions the possibility of “authorized agents” that would exercise data rights on our behalf. Instead of you filling out 100 forms to ask 100 companies to delete your data, you would pick a privacy assistant to do it for you. Consumer Reports last month started offering privacy assistant services as a test project.
Interestingly enough, the privacy assistant might just be a web browser where you check a box once and each site you visit then gets an automated notice to prohibit the personal information collected there from being shared or sold. Think of it as a version of the telemarketer “Do Not Call” list. More details about this prospect will emerge as it gets tested and developed.
