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16 Yale J.L. & Tech. 59 (2013-2014)
A Theory of Creepy: Technology, Privacy and Shifting Social Norms

handle is hein.journals/yjolt16 and id is 59 raw text is: 







                         A THEORY OF CREEPY:
         TECHNOLOGY, PRIVACY AND SHIFTING SOCIAL NORMS

                    Omer Tene and Jules Polonetsky*
                    16 YALE J.L. & TECH. 59 (2013)

I.  IN T R O D U C T IO N   ...................................................................................... 5 9
II. W H A T 'S  CREEPY ?  ...............................................................................  6 1
   A . A m bient social apps  ....................................................................  61
   B . Social listening  ...........................................................................  63
   C.  Personalized analytics ...............................................................  65
   D . D ata-driven marketing ................................................................  66
   E.  New  product launches ...............................................................   69
III. THE SHORTCOM INGS OF LAW  .............................................................. 71
IV . D RIVER S  FOR  CH AN GE  ............................................................................ 76
   A . B usiness drivers  ........................................................................... 77
   B.  Technological drivers    ................................................................. 78
   C.  Individual drivers ......................................................................   79
V . H OW TO AVOID CREEP .......................................................................  82
   A. Against technological determinism ............................................. 83
   B.  Against privacy lurch ..................................................................  87
   C. Against targeting the superuser .................................................. 92
   D . For turning on the light ..............................................................  94
   E.  For the golden rule ...................................................................   99
V I. C O N C L U SIO N   ........................................................................................ 10 0


I.     INTRODUCTION

       The rapid evolution of digital technologies has hurled dense social
and ethical dilemmas that we have hardly begun to map or understand to the
forefront of public and legal discourse. In the near past, community norms
helped guide a clear sense of ethical boundaries with respect to privacy. We
all knew, for example, that one should not peek into the window of a house
even if it were left open, nor hire a private detective to investigate a casual
date or the social life of a prospective employee.


* Omer Tene is Vice Dean of the College of Management School of Law, Rishon Le Zion,
Israel; Affiliate Scholar at the Stanford Center for Internet and Society; and Senior Fellow
at the Future of Privacy Forum. Jules Polonetsky is Co-chair and Executive Director of the
Future of Privacy Forum. The authors would like to thank the participants in the Privacy
Law Scholars Conference sessions devoted to discussion of this article.

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