With the development of the Internet, more and more online advertising in our daily life, what does this bring to us? Do you believe the current model of online advertising is dangerous for society?
Actually, there are many potential hazards that the current model of online advertising presents for society. For example, privacy leaks, gender stereotypes, consumerism, money first and error demonstration for minors (cigarette, alcohol, or sex ).
Today, I will talk about the most serious problem of online advertising – privacy threats. If the level of danger on a scale of 1-5 where 5 is highly dangerous and 1 is not dangerous, I would say the level of danger is 4. I think the potential hazards have already serious. Companies and customers, both are should change right now.
As we all know, the data privacy issues of Facebook last year. After that, Mark Zuckerberg said this problem had affected up to 6.8 million users. and developers of Facebook can get all uploaded pictures of users which are not posted. In fact, before it happened, many people did not realize the importance of their privacy when they are using an APP or the Internet or they never think about this problem. After that, people begin to feel nervous and dangerous. When we pay attention to the privacy problem, we find it happens always. According to my research, we can see a lot of data breaches of famous and big companies. For instance, 2013-14, Yahoo divulged 3 billion user accounts information, 2014-18, 500 million customers’ data in Marriott International was stolen, 2014, a cyberattack for eBay compromised 145 million users, 2016, Uber exposed the personal information of 57 million Uber users and 600,000 drivers and so many other examples…
As articles “Academic who collected 50 million Facebook profiles: ‘We thought we were doing something normal” and “The shady data-gathering tactics used by Cambridge Analytica were an open secret to online marketers. I know, because I was one” show, collecting users’ private data as a common thing in the data field, it seems like an open secret now. However, is it right? The answer absolutely is No!
And now, I will mention some tips to help protect your private information. First of all, you have to pay attention to your privacy. Some people think they are just ordinary people, no one care about their information and it does not matter if someone gets their data. However, it is every ordinary person who constitutes the whole society. Millions of ordinary people will have enormous purchasing power or influence. After that, we can talk about useful and convenient ways to protect privacy. Covering up the microphone and cameras on our cellphone and laptop is effective way. Some software get permission to access cameras or microphone, they can hear and see what are you looking for, your preferences and your plan from your devices. I think do not allow access to your location while you using is also a good method. Finally, I know it is hard for most people, but it is a very useful way – reducing to use of social media, such as Facebook, Twitter, and INS. Finally, once someone or companies breach your privacy or give away your data, taking up the legal “weapons” to defend their rights, do not be afraid, we have privacy rights, no one can use it without permission.
As a digital marketer, what can we do and what can we not do? We always stand in a grey area but acting ethically is our responsibility. We should observe some codes of ethics.
Here are some ethical codes I think it is important.
1. Never invade privacy
As I mentioned before, privacy threats are serious now, so first of all, digital marketers should never invade people’s privacy.
2. Do not lie
Also, we need to keep real, say the truth and do not lie to our customers. Reputation determines if a company’s success or not.
3. Put away biases
When we spread out information, we need to put away our personal biases and emotion, We should pass a fair and equitable message.
4. Be transparent
A secret cannot attract customers. We should provide reasons to support our idea or content.
5. Consider the impact
As professional digital marketers, we need to always keep in mind that all of our opinions and speech will cause an impact on people or society. We should try our best to avoid negative impacts.
6. Eliminate plagiarism
I think it is an important part for us, We should not copy others‘ ideas or words without consent. We should not look at what others say, and we say the same thing. We need to create everything from ourselves.
7. Hear advice
Don’t immerse yourself in your own world, other people’s ideas can help you do better.
Anytime, we need to keep respect, whether it is for our target customers or others.
9. Do what the laws prescribe
The law is above everything else. You will lose everything if you break the law.
All in all, a professional digital marketer should keep ethical codes in our minds anything and anywhere. I hope you can get insights after reading this blog.
Akbar, T. A. T., & Israyelle. (n.d.). 7 Fundamental Ethics of Social Media Marketing. Retrieved from https://www.business2community.com/social-media/7-fundamental-ethics-social-media-marketing-01571504.
Armerding, T. (2018, December 20). The 18 biggest data breaches of the 21st century. Retrieved from https://www.csoonline.com/article/2130877/the-biggest-data-breaches-of-the-21st-century.html.
Boote, T. (2017, January 17). What Have Ethics Got to do with Digital Marketing? Retrieved from http://digitalmarketingmagazine.co.uk/digital-marketing-features/what-have-ethics-got-to-do-with-digital-marketing/4031.
Ho, V. (2018, December 15). Facebook’s privacy problems: a roundup. Retrieved from https://www.theguardian.com/technology/2018/dec/14/facebook-privacy-problems-roundup.
Samuel, A. (2018, March 25). The shady data-gathering tactics used by Cambridge Analytica were an open secret to online marketers. I know, because I was one. Retrieved from https://www.theverge.com/2018/3/25/17161726/facebook-cambridge-analytica-data-online-marketers.