Take your blinders off, protect your privacy

Personal privacy in a 24-7 digital world may sound quaint, and I'm certainly aware of the tradeoffs each of us makes as personal information becomes  a form of currency. 

But knowing that personal information is currency one should actively and tightly control isn't something the average person is aware of, let alone cares about.

Therein lies a big problem as more and more entities get their hooks into personal data via our computers, smartphones and smart TVs. It's one thing to hand over your name, email address and ZIP code in exchange for free access to a service. But it's much more serious when you're unaware that digital service is also tapping into your personal contact list, following your browsing history, even tracking your location. 

The growth of free smartphone apps has increased the prevalence of these privacy threats. Too often we're too focused on firing up a cool app instead of first reading the fine print that may raise eyebrows.

Case in point: I recently got a notice to upgrade the Android app from a local TV station.* Since my company had just released a new Android app for our 661411 brand, I dived in to the fine print to see what had changed with this TV station app. Good thing I did.

The app, produced by a national vendor that specializes in apps for TV stations, essentially provides local news and information. So why does it need access to read - and write - my contact data? Why does it need access to my "browser's history and bookmarks"? And if I agree to opt in for "localized" news and weather, why does the app need "fine (GPS) location" in addition to the less precise "course (network-based) location"? Why does the app need access to my system to "prevent phone from sleeping"?

Clearly because the company wants to do far more than provide news.

I get that free products are never truly free and that some of this information can be used to help market to new customers and provide targeted advertising. But I also believe app providers, particularly media companies where there's an inherent expectation of trust, have an obligation to be transparent in their intentions. 

Media companies should bend over backward to ensure they protect their customers' privacy, and to clearly explain how they intend to use personal information. 

Downloading the 661411 Android app, by comparison, requires only that the user "allows an application to create network sockets" in order to access the Internet. That then allows the app to pull down the latest news and information. Pretty straightforward stuff.  

My advice for those folks who download apps or other software programs:

• Take a few moments to read the fine print. Android now does a good job of requiring developers to clearly stipulate how your information will be used, so it's not the same kind of burden as reading  the impenetrable iTunes Terms of Use that Apple seems to update a few times per month. 

•  Do not select options that let your phone automatically upgrade apps once you have them installed. That's like giving a stranger keys to your front door. Review the particulars of each update so you're comfortable with the changes. 

• If you feel a developer is abusing your relationship, let them know. Recognize that nothing free is truly free, but be wary when explanations don't pass the smell test.

•  Take ownership of your personal data. Facebook is a bully in accessing and redistributing personal information because it has 700 million accounts. Facebook could scare off 500 million customers and still have a dominating business. But that doesn't mean you should tolerate Facebook-sanctioned distribution of cute games that are really back doors into your life - as well as those of everyone on your contact list. Go into your Facebook settings and fight through the frustrating steps it takes to win back your turf, or at least know what Facebook is getting in exchange for its free service.

Time to take off those blinders.

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* I'm not identifying the station in question. I'm hoping they respond to my feedback and do the right thing. I am a competitor in the local-news app space and welcome competition that's healthy for our companies and our customers.