The ethical line between data harvesting and snooping isn’t a clear one. In their data tracking processes, the companies that creep close to the line, hover over it, and even cross it have been doing so for a while.
In 2009, Google executive Eric Schmidt said that Google’s policy is to “Get right up to the creepy line and not cross It.” He is referring to the information gathered by Google regarding what users search for, respond to, and click on, and using it for targeted advertising tactics.
Companies creep the ethical line by collecting data that is not strictly necessary for their service or by collecting data without obtaining the appropriate consent from users. The methods used to collect data can often be hidden or difficult for users to understand. Companies can cross the line by using deceptive or manipulative tactics to collect data, failing to properly secure the data they collect, or by collecting data through more intrusive means, such as listening to audio recordings or accessing a user's camera without their knowledge.
In a data-driven culture, companies navigate this tricky path in order to gain a competitive edge as data and analytics have become a vital marketing tool. But analytical predictions have gone beyond marketing toothpaste ads. In 2012, Target exposed a teenage pregnancy by creating promotions based on the user’s online interactions, and then sent these specific and personal promotions for maternity-related products to her family; that crossed the line from creepy into intrusive violation.
It is also important to note that there are many companies that rely heavily on analytics and data, but are clean in terms of ethical violations.
As consumers become more cognizant of highly specific ads that seem to follow them across devices, this increased awareness has triggered concerns about privacy and ignited consumer opposition. If people disagree with the way their information is used or shared, they will lose interest in and decline to support a particular product. Any perceived value in receiving personalized targeted ads will be offset by their concerns about privacy.
Even in a technology- and data-driven era with changing privacy norms, users still require transparency, security, and control over their data.