Double 12 The threat of personal information disclosure after a shopping spree

Vigorous double 11 Singles Day passed, Taobao (including the day cat) set a daily turnover of more than 19.1 billion of the flow record. After the carnival, a less co-ordinated message emerged. The media found that the name "number Bar", "Amoy 114" a number of sites, paid acquisitions, and openly sold a large number of documents originating from the 1111 Singles festival, the famous "Four to one" express company, and even China post EMS documents have varying degrees of leakage, waybill not only by the address classification, Also contains the recipient's name and cell phone number. Hardest-hit Shentong express promise will strictly check inside the thief, but has not been further processing results. After the shopping spree, a "personal information disclosure" disaster is coming.

The internet is the standard based on digital technology products, there is a number of natural data, there will be natural data analysis, data mining, data marketing and so called "big data Age." A simple example is that, compared with traditional TV, digital TV will better know the interests and interests of the viewer. For digital TV, the user's turn up the volume (most likely TA likes the program) can be monitored. We are cruising in the digital world, leaving traces of us everywhere. A research based on AOL search has shown that locking an IP analysis of this address for one consecutive months, then doing a description of the person behind the address, then pretty with the real person.

A case study of Big Data marketing: How Target, America's second-largest supermarket, is doing better marketing for pregnant women. They built a buying model, and the model found that many pregnant women at the beginning of the 2nd month would buy many large packaged fragrance-free hand creams, and in the first 20 weeks of pregnancy, large quantities of supplements such as calcium, magnesium and zinc were purchased. Finally, the merchant selected 25 kinds of typical consumer data to build the "Pregnancy Prediction Index", through which the merchant can predict the customer's pregnancy in a very small margin of error, so target can send the pregnant woman's preferential advertisement to the customer early.

This case is a classic application of data mining analysis, but in fact there is a problem in this case: Consumer data supermarkets of course, but consumers have no voluntary (such as signed a deal) to the supermarket analysis? The case ultimately has a very tangled footnote: a father knows that his high school daughter is pregnant through a supermarket advertisement. The tangled place lies in the daughter still in high school of course pregnant thing is father know not much harm, but daughter personal privacy?

Most of the traces we have left are within our "privacy" category. On the other hand, data marketing is entirely based on these traces. Is there any boundary between the protection and use of personal information? In my opinion, there are roughly two dividing lines. Breaking through one of these two lines should be seen as a violation of privacy.

The first example, Google to complete its map, sent a lot of collecting vehicles, in many parts of the world to take photos and put on its map, which is called "Google Street View." At the time of taking photos, some tenants ' situation was accidentally photographed. The act was denounced by European countries in 2010, and in 2011 Google was fined 100,000 euros by the French government because it considered Google Street View a serious violation of user privacy.

From this case we can see that a dividing line for "invasion of privacy" is: are people willing to provide personal information? In the case of Google, street dwellers in their own balcony bask in the state of underwear, tenants are not willing to put in the eyes of everyone in the world, although this is an open scene. In the Street View service, the scene is not only exposed to more people's vision, but also can be repeatedly pondered. This is by no means a voluntary user.

The second line of privacy is, who voluntarily provides privacy data? For example, when you are applying for a credit card, you are naturally filling in a very dense list (voluntary), but you are certainly unwilling to get the information from the KTV set up at the bank. The core issue of privacy protection is the two.

In the second half of the year, Facebook, the world's largest social network, was embroiled in a lawsuit for data privacy. 5 users filed a lawsuit saying, "In the absence of compensation to users, or to provide users with the exit option, Facebook through the sponsored stories function to open the user to advertisers love (like), violated the California State laws." ”。 The event may involve hundreds of millions of users, so Facebook is doing its best to find a settlement. The current development is that there is a high likelihood of reconciliation at the end of the 10 million dollar amount.

People do contribute too much data to Facebook. One day a German user was curious to have Facebook collect the data he had left on the site. Eventually he received a CD-ROM containing 122 PDF files, which recorded too much of his stuff. We enjoy Web services (usually free), but at the expense of privacy.

One thing the digital age has to admit is that too much personal information is likely to be violated, or that the maneuverability of aggression is rising dramatically. The best way to prevent personal privacy disclosure is to increase the cost of breaking the law. In the case of Facebook, for example, Facebook faces the cost of being able to pay tens of millions of dollars. But in the domestic, this aspect of punishment can be said to be very little to equal to No.

We are in the Internet shopping, only the name can fill in the name of a dummy, the address, the phone is basically not possible to fill out the fake. There are also specific items of shopping, which is a natural existence. But for the express industry, violations of the user's personal privacy penalty is such:

36th in violation of the provisions of article 16th of these measures, the Postal Administration department shall impose a fine of more than 5000 yuan on the Express enterprise, 30000 yuan or less, and a fine of more than 1000 yuan for the person directly responsible, and a penalty of less than 5000 yuan, which constitutes a crime. (Note: 16th article means not to disclose user information)--Quote "Express Market management measures"

Illegal cost is too low, operability too strong, leading to today's domestic, personal information is everywhere, from securities stock market to buy a car, many people are marketing phone harassment, but the other is so accurate. China's industry management thinking is really going to change, the past to the threshold of light management of the basic rules, so that a large number of enterprises once over the threshold, they do whatever they want, because their illegal costs are too low.