related to the image recognition service. These concerns were related to how pictures could be
analysed by third parties and used for marketing and commercial uses online. In related vein, one
concern was emphasised i.e. that pictures would be used in a visual commercial. The latter part might
suggest that, to some extent, the affordances of the AI-services and the notion of data were
misunderstood, as it is not possible to target individuals personally from the content they upload to
social media sites (Cf. Appendix 3: ‘expert interview’ for verification of this statement). In general,
the older adults reported no online privacy concerns related to the AI-services. Rather, they tended to
associate online privacy risks with data.
”I just think it is really odd: when you have been online on Facebook and then go to Instagram on you mobile and then when you checked your computer it is still registered.
And then the same commercials would still pup up, which I think is argh!” (25:19 – (SI))
“…Because, sometimes I feel that I get the experience of being met by a commercial on Instagram for instance, of which I have had a verbal conversation with someone…”
(29:46 – (SI))
“It has been questioned how they keep you under surveillance. I have experienced the same with several people” “… Well, it cannot be illegal right?” (30:02; 30:13 – (AM))
“…Well, there I actually think that it got uncomfortable when the different services…
I would rather have that they were separate. Like, when I search for one thing on one service then I think it is fair that they can see what I am interested in. But that [data] is transferred to all the other services, I do not find that pleasant. That is where my limit goes as to what I feel is comfortable as I feel that they are talking to much together relative to how much I am aware that it is happening.” (30:29 – (SI))
Older adults: In group two several participants also seemed to be frustrated that their data could be
share across different websites:
“Yes, if you go to, for instance Google, and searches for something then often, when you go to Facebook, there will be commercials for the thing I have looked at, at Google.” (23:01 – (LS))
The interviewer asked to her feelings about it:
“How do you feel about your data are being share from one website to another?”
(23:25 - (I))
“But it is annoying me because I do probably overlook the fact that they are allowed to do it…” (23:31 – (LS))
Further, a woman (HE) expressed a concern that the pictures she uploaded will be used by a third party for commercial uses. It also seemed, from the woman’s statement, that she did not think that third parties had access to her data:
“… But if a third party, who says, wups, those are my pictures and can use them in a commercial…” “Well, my children have not given their approval that they will be used well, in other media… It might be true that it is not private when it is out on Facebook but that is after all what you think when you have a Facebook profile... (30:46; 31:05)
5.3.3 Small Print
Younger adults:
When the participants were asked how they perceived the transparency of data, small print was mentioned as a concern:
“It is very difficult, right. Well, how many times do you actually read the things that you accept? (1:21:12)
“Yes, but well it is written very small and the like… if you are just going to a Facebook site, or create a Facebook site, personally I created mine in 2008 and said yes, but there has happened something in those 10 years that you might have said yes to without knowing what you have said yes to and what there is to going come in the future.”
(1:21:14 – (AM))
This comment also seems to address a problem of opting out instead of opting in.
Older adults: A woman (LS) stated that the small print is too small. This viewpoint was shared by
other women:
“… But all the small print I would like to be written with letters that are a bit bigger.”
(1:16:36 – (LS))
“Yes, more visible.” “Also in order to force people to make up their mind by forcing them to read it through.” “So you really get to read it through, instead of 27 pages that have tiny letters. Because there are no one who bother to read those seven pages about terms and conditions… (1:16:53; 1:17:11 – (HE))
Another woman (HE) in group two admitted that she had not read the small print on Facebook when she created her account which she seemed quite annoyed about, as she found out that Facebook owns her pictures when she uploads them:
“Because in that situation I can be a bit frustrated that they own my pictures. Hell no you don’t. I have made some rights so that it is not all on my list of friends that can see it. So I have made some active choices, but I have not been conscious about reading the small print when I created the account for 12 years ago.” (30:14)
5.3.4 Hacking
Younger adults:
On several occasions the participants in group one discussed data security in relation to hacking:
“But well, our data is not very safe. Well, China has all of our CPR numbers, it was leaked. Well at least all those who have lived in a local government…” (1:17:43 – (AM))
Their general concern seemed to be that data, like picture, can get to someone who is not supposed to get that information:
“…And then there is something with hacking. Well, all these information about me is out there and all those pictures and if you do not quite have an general idea that you are giving [data] to third parties, then I think it is pretty crazy, right.” (26:06 – (AM))
The same woman explained how she had seen a tv program about hacking, which had led her to
consider taking precautionary measures to avoid being hacked:
“It just made me think about things and like, then I will put a sticker on my webcam and I will use adblocker and I will just create different codes for my different… In any case, it was a bit frightening how easy it really is for somebody to hack your computer…
(31:10 – (AM))
Also a male (AL) mentioned a concern for hacking of data in relation to use the data and AI in lawsuits:
“Then you might just fear that we are back to something about hacking. Well, what if someone finds out how to open this system and change it without anybody noticing it?
And then suddenly a man is left with a sentence that he was not supposed to have.”
(1:17:23)
5.3.5 Giving up Data in Return for Social Benefits
Older adults: In group two, there also seemed to be occasional concerns related to giving up data in
return for social benefits on social benefits which are a significant part of the offering by social network sites like Facebook.
One woman (HE) stated how she had changed her privacy settings on Facebook to only allow selected people from her friends list to view her pictures. As it later comes to her realization that third parties can use her pictures for commercialisation, she seemed quite concerned about her privacy:
“Because in that situation I can be a bit frustrated that they own my pictures. Hell no you don’t [anger]. I do know that it is a free service and the like, but the pictures are mine, and I am the one who decides, because it is my profile and I have personally chosen whom of my friends that can view them. I have made some rights, so that it is not all on my list of friends, who can see it. (30:14 – Woman (HE))
“It is those five people who want to see it, the other people shall not see it. But if
Facebook takes those pictures and use them for commercial and the like…” (31:24 –
Woman (HE))
One woman commented on this the woman’s (HE) frustration, by stating:
“More privacy” (31:27 – Woman (LI))
“Yes” (31:29 – Woman (HE))
The woman’s (HE) reaction suggests that she finds it difficult to determine whether she actually wants to continue uploading pictures on Facebook as she also exhibited an opposition to the way her pictures can be used for commercials.
Another woman (LS) find it unpleasant that her text can be used to targeting purposes on Messenger. Though she did also reveal a dependence of using the service as she expressed a concern about how she has no other options to reach her friends, than through Messenger:
“[On Messenger] I use to send a kind regards or birthday congratulation” (1:25:17 – Woman (LS))
“If you use that APP, then you know when the person in the other end has birthday and whom the person is and the like, and then they will use whatever you text to market it for you and the recipient.” (1:25:21 – Male (CH))
”Oh it is annoying me, that I cannot just be allowed to write.” (1:26:28 – Woman (LS))
“Yes, yes, but for many of them I do either have a phone number, so you can send a SMS or an E-mail so I cannot send them an E-mail right. Well I thought [Messenger]
was more like… (1:26:38 – Woman (LS))
“Did you think it was kept private the things you write about?” (1:26:50 – (I))
“Yes” (1:26:52 – (LS))
In that relation, a male (CH) stressed that it is difficult to live without the service:
“But it is indeed difficult to live without. If you do not have it you feel amputated, well.
(1:27:00 – Male (CH))
In document
An Attitudinal Analysis of Privacy Concerns Related to AI and Data
(Sider 45-51)