ACM SIGDOC Asterisk Journal of Computer Documentation
Privacy policies as decision-making tools: an evaluation of online privacy notices
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
User interfaces for privacy agents
ACM Transactions on Computer-Human Interaction (TOCHI)
An experimental research study on the effect of pictorial icons on a user-learner's performance
Computers in Human Behavior
Financial Privacy Policies and the Need for Standardization
IEEE Security and Privacy
How much can behavioral targeting help online advertising?
Proceedings of the 18th international conference on World wide web
Privacy diffusion on the web: a longitudinal perspective
Proceedings of the 18th international conference on World wide web
A Comparative Study of Online Privacy Policies and Formats
PETS '09 Proceedings of the 9th International Symposium on Privacy Enhancing Technologies
Standardizing privacy notices: an online study of the nutrition label approach
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Who are the crowdworkers?: shifting demographics in mechanical turk
CHI '10 Extended Abstracts on Human Factors in Computing Systems
Smart, useful, scary, creepy: perceptions of online behavioral advertising
Proceedings of the Eighth Symposium on Usable Privacy and Security
Proceedings of the Ninth Symposium on Usable Privacy and Security
Hi-index | 0.00 |
Online Behavioral Advertising (OBA), the practice of tailoring ads based on an individual's online activities, has led to privacy concerns. In an attempt to mitigate these privacy concerns, the online advertising industry has proposed the use of OBA disclosures: icons, accompanying taglines, and landing pages intended to inform users about OBA and provide opt-out options. We conducted a 1,505-participant online study to investigate Internet users' perceptions of OBA disclosures. The disclosures failed to clearly notify participants about OBA and inform them about their choices. Half of the participants remembered the ads they saw but only 12% correctly remembered the disclosure taglines attached to ads. When shown the disclosures again, the majority mistakenly believed that ads would pop up if they clicked on disclosures, and more participants incorrectly thought that clicking the disclosures would let them purchase advertisements than correctly understood that they could then opt out of OBA. "AdChoices", the most commonly used tagline, was particularly ineffective at communicating notice and choice. A majority of participants mistakenly believed that opting out would stop all online tracking, not just tailored ads. We dicuss challenges in crafting disclosures and provide suggestions for improvement.