Branding Privacy - Minnesota Law Review

GOOGLE OFFICIAL BLOG (Jan. 24, 2012), http://googleblog.blogspot.com/2012/. 01/updating-our-privacy-policies-and-terms.html. 6. Paul Ohm, The Rise and ...
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Branding Privacy Paul Ohm



Introduction ............................................................................... 908 I. Pivots and Privacy Lurches ................................................ 913 A. The Pivot ....................................................................... 913 B. Privacy Lurches ............................................................ 915 1. Google’s 2012 Privacy Policy Transformation ...... 916 2. NebuAd and Phorm ................................................ 918 3. A Slow-Moving Lurch: Facebook’s Shift from Private to Public ..................................................... 919 C. The Problem with Privacy Lurches ............................. 922 D. It Will Get Worse .......................................................... 927 II. Dealing with Privacy Lurches ............................................ 928 A. Notice-and-Choice and its Shortcomings .................... 929 1. General Principles .................................................. 929 2. Information-Quality Problems .............................. 930 3. Traditional Notice-and-Choice During a Lurch ... 931 B. Improving Notice-and-Choice During a Lurch ........... 934 C. Leveraging Trademarks ............................................... 937 1. Trademarks, Brands, and the Law ....................... 937 2. The Information-Quality Power of a Name .......... 938 3. Trademarks as Symbols of Privacy Practices ...... 942 † Associate Professor, University of Colorado Law School. Thanks to the participants of the Privacy Law Scholars and Intellectual Property Scholars Conferences and the faculty workshops of the law schools of Florida State University, the College of William & Mary Law School, and the University of Colorado for helpful comments. Thanks specifically to Meg Ambrose, Shawn Bayern, Julie Cohen, Deven Desai, Victor Fleischer, Laura Heymann, Chris Hoofnagle, Jake Linford, Dan Markel, Andrea Matwyshyn, Bill McGeveran, Mark McKenna, Scott Peppet, and Felix Wu for their thoughts. Thanks also to Michael Wagner for his excellent research assistance. Before final publication of this article, I began serving temporarily as a Senior Policy Advisor with the Federal Trade Commission. Nobody at the FTC reviewed this Article prior to publication, and nothing in it should be interpreted to reflect the official views or policies of the agency. Copyright © 2013 by Paul Ohm.

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III. Branding Privacy ................................................................ 943 A. Tying Brands to Privacy Promises .............................. 944 1. Branded Privacy and Privacy Law Theory ........... 945 2. Branded Privacy and Trademark and Brand Theory ..................................................................... 952 3. Branded Remedies for Everything? ...................... 961 B. The Details .................................................................... 962 1. Which Promises Should Be Bound? ...................... 962 2. Migrating Users ...................................................... 969 C. Implementation ............................................................ 973 1. Certification Marks Are Not Enough .................... 974 2. Trademark Abandonment ...................................... 975 3. FTC Power to Police Unfair and Deceptive Trade Practices ....................................................... 977 4. New Legislation ...................................................... 978 D. Examples ....................................................................... 980 1. Revisiting the Three Examples ............................. 980 2. Examples of Branded Privacy from the Past ....... 983 E. Weighing the Costs and Benefits ................................ 986 1. The Costs ................................................................. 986 2. The Benefits ............................................................ 987 Conclusion .....................