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Displaying items by tag: personal data

The following is a short excerpt from a new paper which looks at the public sector use of private sector personal data (Teresa Scassa, “Public Sector Use of Private Sector Personal Data: Towards Best Practices”, forthcoming in (2024) 47:2 Dalhousie Law Journal ) The full pre-print version of the paper is available here: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4538632

Governments seeking to make data-driven decisions require the data to do so. Although they may already hold large stores of administrative data, their ability to collect new or different data is limited both by law and by practicality. In our networked, Internet of Things society, the private sector has become a source of abundant data about almost anything – but particularly about people and their activities. Private sector companies collect a wide variety of personal data, often in high volumes, rich in detail, and continuously over time. Location and mobility data, for example, are collected by many different actors, from cellular service providers to app developers. Financial sector organizations amass rich data about the spending and borrowing habits of consumers. Even genetic data is collected by private sector companies. The range of available data is constantly broadening as more and more is harvested, and as companies seek secondary markets for the data they collect.

Public sector use of private sector data is fraught with important legal and public policy considerations. Chief among these is privacy since access to such data raises concerns about undue government intrusion into private lives and habits. Data protection issues implicate both public and private sector actors in this context, and include notice and consent, as well as data security. And, where private sector data is used to shape government policies and actions, important questions about ethics, data quality, the potential for discrimination, and broader human rights questions also arise. Alongside these issues are interwoven concerns about transparency, as well as necessity and proportionality when it comes to the conscription by the public sector of data collected by private companies.

This paper explores issues raised by public sector access to and use of personal data held by the private sector. It considers how such data sharing is legally enabled and within what parameters. Given that laws governing data sharing may not always keep pace with data needs and public concerns, this paper also takes a normative approach which examines whether and in what circumstances such data sharing should take place. To provide a factual context for discussion of the issues, the analysis in this paper is framed around two recent examples from Canada that involved actual or attempted access by government agencies to private sector personal data for public purposes. The cases chosen are different in nature and scope. The first is the attempted acquisition and use by Canada’s national statistics organization, Statistics Canada (StatCan), of data held by credit monitoring companies and financial institutions to generate economic statistics. The second is the use, during the COVID-19 pandemic, of mobility data by the Public Health Agency of Canada (PHAC) to assess the effectiveness of public health policies in reducing the transmission of COVID-19 during lockdowns. The StatCan example involves the compelled sharing of personal data by private sector actors; while the PHAC example involves a government agency that contracted for the use of anonymized data and analytics supplied by private sector companies. Each of these instances generated significant public outcry. This negative publicity no doubt exceeded what either agency anticipated. Both believed that they had a legal basis to gather and/or use the data or analytics, and both believed that their actions served the public good. Yet the outcry is indicative of underlying concerns that had not properly been addressed.

Using these two quite different cases as illustrations, the paper examines the issues raised by the use of private sector data by government. Recognizing that such practices are likely to multiply, it also makes recommendations for best practices. Although the examples considered are Canadian and are shaped by the Canadian legal context, most of the issues they raise are of broader relevance. Part I of this paper sets out the two case studies that are used to tease out and illustrate the issues raised by public sector use of private sector data. Part II discusses the different issues and makes recommendations.

The full pre-print version of the paper is available here: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4538632

Published in Privacy
Tuesday, 22 January 2019 16:56

Canada's Shifting Privacy Landscape

Note: This article was originally published by The Lawyer’s Daily (www.thelawyersdaily.ca), part of LexisNexis Canada Inc.

In early January 2019, Bell Canada caught the media spotlight over its “tailored marketing program”. The program will collect massive amounts of personal information, including “Internet browsing, streaming, TV viewing, location information, wireless and household calling patterns, app usage and the account information”. Bell’s background materials explain that “advertising is a reality” and that customers who opt into the program will see ads that are more relevant to their needs or interests. Bell promises that the information will not be shared with third party advertisers; instead it will enable Bell to offer those advertisers the ability to target ads to finely tuned categories of consumers. Once consumers opt in, their consent is presumed for any new services that they add to their account.

This is not the first time Bell has sought to collect vast amounts of data for targeted advertising purposes. In 2015, it terminated its short-lived and controversial “Relevant Ads” program after an investigation initiated by the Privacy Commissioner of Canada found that the “opt out” consent model chosen by Bell was inappropriate given the nature, volume and sensitivity of the information collected. Nevertheless, the Commissioner’s findings acknowledged that “Bell’s objective of maximizing advertising revenue while improving the online experience of customers was a legitimate business objective.”

Bell’s new tailored marketing program is based on “opt in” consent, meaning that consumers must choose to participate and are not automatically enrolled. This change and the OPC’s apparent acceptance of the legitimacy of targeted advertising programs in 2015 suggest that Bell may have brought its scheme within the parameters of PIPEDA. Yet media coverage of the new tailored ads program generated public pushback, suggesting that the privacy ground has shifted since 2015.

The rise of big data analytics and the stunning recent growth of artificial intelligence have sharply changed the commercial value of data, its potential uses, and the risks it may pose to individuals and communities. After the Cambridge Analytica scandal, there is also much greater awareness of the harms that can flow from consumer profiling and targeting. While conventional privacy risks of massive personal data collection remain (including the risk of data breaches, and enhanced surveillance), there are new risks that impact not just privacy but consumer choice, autonomy, and equality. Data misuse may also have broader impacts than just on individuals; such impacts may include group-based discrimination, and the kind of societal manipulation and disruption evidenced by the Cambridge Analytica scandal. It is not surprising, then, that both the goals and potential harms of targeted advertising may need rethinking; along with the nature and scope of data on which they rely.

The growth of digital and online services has also led to individuals effectively losing control over their personal information. There are too many privacy policies, they are too long and often obscure, products and services are needed on the fly and with little time to reflect, and most policies are ‘take-it-or-leave-it”. A growing number of voices are suggesting that consumers should have more control over their personal information, including the ability to benefit from its growing commercial value. They argue that companies that offer paid services (such as Bell) should offer rebates in exchange for the collection or use of personal data that goes beyond what is needed for basic service provision. No doubt, such advocates would be dismayed by Bell’s quid pro quo for its collection of massive amounts of detailed and often sensitive personal information: “more relevant ads”. Yet money-for-data schemes raise troubling issues, including the possibility that they could make privacy something that only the well-heeled can afford.

Another approach has been to call for reform of the sadly outdated Personal Information Protection and Electronic Documents Act. Proposals include giving the Privacy Commissioner enhanced enforcement powers, and creating ‘no go zones’ for certain types of information collection or uses. There is also interest in creating new rights such as the right to erasure, data portability, and rights to explanations of automated processing. PIPEDA reform, however, remains a mirage shimmering on the legislative horizon.

Meanwhile, the Privacy Commissioner has been working hard to squeeze the most out of PIPEDA. Among other measures, he has released new Guidelines for Obtaining Meaningful Consent, which took effect on January 1, 2019. These guidelines include a list of “must dos” and “should dos” to guide companies in obtaining adequate consent

While Bell checks off many of the ‘must do’ boxes with its new program, the Guidelines indicate that “risks of harm and other consequences” of data collection must be made clear to consumers. These risks – which are not detailed in the FAQs related to the program – obviously include the risk of data breach. The collected data may also be of interest to law enforcement, and presumably it would be handed over to police with a warrant. A more complex risk relates to the fact that internet, phone and viewing services are often shared within a household (families or roommates) and targeted ads based on viewing/surfing/location could result in the disclosure of sensitive personal information to other members of the household.

Massive data collection, profiling and targeting clearly raise issues that go well beyond simple debates over opt-in or opt-out consent. The privacy landscape is changing – both in terms of risks and responses. Those engaged in data collection would be well advised to be attentive to these changes.

Published in Privacy

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