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Consent is essential to overcome mistrust of data. Businesses need a framework for this

Representative image | Photographer: Chris Ratcliffe | Bloomberg

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  • The data ecosystem is large and complex, even for seasoned professionals, but even more so for average individuals who act as users.
  • The majority of consumers are starting to believe that businesses are getting more out of their data than they are.
  • Without trust, people are less likely to share data. This is why it is crucial to rethink the management of consent.

The data ecosystem is large and complex. Even for seasoned professionals, it is difficult to articulate the intricacies of the relationships that exist behind the scenes of the operation of a business function or application. So how can we expect the average individuals, who generate much of the data used, to make informed decisions about whether or not to provide their data?

The assumption that allowing more choice through data permissions is too complex to explain, or too difficult for individuals to understand, is no longer an acceptable rationale for not creating clearer or more consent management experiences. friendly. Many existing markets, where data is the central asset, were designed at a time when average citizens were unaware that data was being generated or collected. That day is over – today, individual unconsciousness has turned into apathy and is rapidly evolving into discomfort and mistrust.

Growing distrust among users

The continued erosion of trust has paved the way for new markets like Privacy Tech and has led to the blocking of cookies by large tech and hardware companies. Regulators have also taken note and reacted. According to a recent Visa 2020/2021 consumer empowerment study, 68% of consumers in the US, UK, Australia, Singapore and connected populations in Colombia believe businesses benefit more from use of their data than they do.

This perceived imbalance of benefits has led to a growing desire among individuals to gain more control over data. As they become more aware of how data is collected and used, individuals are increasingly wary of most of the existing entities within the data ecosystem. The same Visa Consumer Empowerment study found that 76% of consumers want at least the ability to control their data. By offering individuals the possibility of having more control, apathy and growing mistrust moves towards empowerment.

The exchange of data for common purposes offers a unique opportunity to design systems, governance processes and user experiences that build trust among all stakeholders, especially individuals. Building trust requires special attention to three fundamental areas with a goal of cooperation between: technological architecture, internal governance and interactions with users.

In a recent article titled “Data for Common Purpose: Leaving Consent to Build Trust,” DCPI’s Consent and Trust Framework seeks to identify and test different approaches to design consent mechanisms in data exchanges that not only support common goals, but more importantly ‘commonly understood ends.

The framework aims to create a structure around all the different opportunities and considerations to improve the confidence of individuals in the exchange of data. A frame will have to answer questions such as:

  • What are the options for individuals to self-audit their use of data?
  • What resources and processes are in place to manage disputes, especially with regard to consent choices? How do they compare and interact with other dispute resolution processes?
  • What privacy enhancing technologies exist to protect an individual’s identity and data in the context of data exchange?
  • How can data exchanges communicate the data required for a defined use case?
  • What technologies exist to promote data minimization during collection, use and sharing?
  • What are the limits of these technologies?
  • What measures have been put in place to help the individual manage the complexity of the data exchange environment?
  • How are these metrics communicated to individuals?

Growing innovation requires new uses for data. Rethinking consent management is imperative to meet rapidly changing regulatory requirements and to build individual trust. Without trust, people are less likely to share data. More importantly, they will become reluctant to participate in the digital economy – a space of increasing importance for common public and private goals.

As Fumiko Kudo said in Good Data: Fostering Public Trust and Willingness, “Trust is strongly recognized when it is broken and lost.” To avoid this fate, an empowering approach to consent management is crucial – one that centers user control and data minimization, while balancing the pace of data innovation.

Kimberly Bella, Project Manager, Center for the Fourth Industrial Revolution, World Economic Forum LLC

This article originally appeared on the World Economic Forum (WEF). You can read it here.

Read also : Data theft quadrupled in one year, 86.6 million Indian users had personal information stolen, report says

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