IEEE Technology and Society Magazine - June 2016 - 78

Facebook's policy is rather in depth about what infor-
mation is shared with advertisers; however, when exam-
ining topics of security and law enforcement the written
policy is very short with fairly vague language. Only two
short paragraphs address issues of both security and
law enforcement combined. Facebook states that it
keeps users' information secure through the use of
encryption and machine learning technology [11]. Face-
book does not state what information is encrypted or
what type of encryption is used. Facebook states that it
will share any information with law enforcement if they
have a "good faith belief" that the law requires them to
share this information [11, para. 31]. This translates to
Facebook believing that the law enforcement agency is
honest, working within legal boundaries, and that they
have good intentions [22].

Facebook states that it will share
any information with law enforcement
if they have a "good faith belief"
that the law requires them to share
this information.

There is a separate statement dedicated to cookies
and other web tracking methods. Cookies are used on
Facebook for many reasons including making Facebook
easier for people to use; site security; research and ana-
lytics; and advertising. Some of the ways that cookies
are used in order to make Facebook better for an indi-
vidual user are user identification, track device location,
track site interactions, and to track site preferences [11].
A cookie storing this information allows the site to
remember passwords and other site preferences; to
make suggestions based on the individual's location;
and to alter the newsfeed to show people the individual
interacts with more often further up on the feed. The
ability for a cookie to be used as an identifier improves
security because if there is a login attempt on an unrec-
ognized device, then the site can ask for more stringent
verification of identity before allowing access to the
account [11]. Some of the ways that Facebook uses
cookies for advertising purposes is to track buying pref-
erences online and to see if the individual purchases an
item that they were shown an advertisement for. Face-
book also uses cookies in their research in order to
help improve how the site functions and for research
into potential new features.

78

Facebook allows users to opt-out of having advertisers
pair their name and image with targeted advertisements
to their friends. Facebook also provides a link with
instructions detailing how users can opt-out of advertis-
ing based on their activity on other web platforms and
applications outside of Facebook [11]. These are the only
two opt-out features that Facebook offers and both the
cookie policy and privacy policy do not mention if they
honor "do not track" requests.

Google
Google was initially launched in 1997 [16], and its
founders Larry Page and Sergey Brin filed for incorpora-
tion in 1998 [30]. Google's main function is a search
engine that indexes the information on the Internet and
makes it searchable by Internet users. Since then
Google has expanded into many other areas including
mobile phones, operating systems, wearable technolo-
gy, entertainment, and the company acquired the popu-
lar video sharing site YouTube in 2006 [48]. At this
point Google has grown into a multinational company
with its search engine dominating in nearly every mar-
ket. This dominance has led to the company being
charged with holding a monopoly on searching in
Europe, with many people stating that we live in a
Google age [55].
Google's privacy policy is universal for all of their
platforms and describes the information collected from
its users, how that information is shared, and options
the user has to control what information is collected
[16]. Google collects many types of information, which
are summarized in Table 1. The server log information
that Google collects includes telephone logs, device
crash reports, Internet Protocol (IP) address, and cook-
ies [16]. The information that Google collects is only
shared within Google unless certain conditions apply. If
the user has a domain administrator, then that adminis-
trator has access to the user's personal information.
Google also shares information with advertisers, but
only after personally identifiable information has been
stripped from the data. Any information that has been
generated while using a Google account Google consid-
ers to be public, making it possible for the information
to be indexed by search and found by other users.
Google uses the data in order to help improve their
products and services [14].
Information is also shared with other parties with the
user's explicit consent to share the information. This is
in contrast to other web platforms that focus on having
the option for users to opt-out of consumer tracking and
collection. Google's default function is for user informa-
tion to remain private in reference to third parties. The
user must consciously choose if they wish to share their
information with advertisers.

IEEE Technology and Society Magazine

∕

june 2016



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