Post on 07-Aug-2018
transcript
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Understanding Ethical, Social, and Political
Issues in E-commerce
Internet technology and its use in e-commerce
disrupts existing social and business relationships
and understandings
Costs and benefits of technology must be
carefully considered, especially when there are as
yet no clear-cut legal or cultural guidelines
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Unique Features of E-Commerce Technology and
Their Potential Implications
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A Model for Organizing the Issues
Issues raised by Internet and e-commerce can be viewed atindividual, social and political levels
Four major categories of issues
Information rights: What rights do individuals have to controltheir own personal information when Internet technologies
make information collection so ervasive and efficient Property rights: How can traditional intellectual property rights
be enforced when perfect copies of protected works can beeasily made and distributed
Governance: Should the Internet and e-commerce be subjectto public laws, and if so, who has jurisdiction
Public safety and welfare
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Basic Ethical Concepts
Ethics: Study of principles that individuals and organizations canuse to determine right and wrong courses of action
Responsibility: As free moral agents, individuals, organizationsand societies are responsible for the actions they take
Accountability: Individuals, organizations and societies shouldbe held accountable to others for the consequences of their
act ons
Liability: Extends the concepts of responsibility andaccountability to area of law
Due process: Refers to process by which laws are known andunderstood, with ability to appeal to higher authorities toensure that laws have been correctly applied
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E-commerce and Privacy
Major ethical issue related to e-commerce and
privacy: Under what conditions should we invade
privacy of others
Major social issue: Development of expectations
o pr vacy an pr vacy norms
Major political issue: Development of statutes
that govern relations between record keepers and
individuals
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Information Collected at E-commerce Sites
Personally identifiable information (PIN): Data that
can be used to identify, locate or contact anindividual
Anonymous information: Demographic and
behavioral information that does not include any
Almost all e-commerce companies collect PIN and
use cookies to track click stream behavior
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Personal Information Collected
by E-Commerce Sites
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The Internets Major Personally Identifiable InformationGathering Tools
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Profiling: Privacy and Advertising Networks
Profiling: Creation of digital images that characterizeonline individual and group behavior
Anonymous profiles: Identify people as belonging tohighly specific and targeted groups
Personal profiles: Add personal identifiers
Advertising networks can:
Track both consumer behavior and browsing behavioron the Web
Dynamically adjust what the user sees on screen
Build and refresh high-resolution data images orbehavior profiles of consumers
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The Concept of Privacy
Privacy: The moral right of individuals to be left
alone, free from surveillance or interference from
other individuals or organizations
Information rivac : Includes both the claim thatcertain information should not be collected at all,
as well as the claim of individuals to control the
use of whatever information is collected about
them
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Legal Protections for Privacy
May be explicitly granted or derived from
constitutions (U.S., Canada, Germany)
May also be found in common law (U.S,
England)
In U.S, also found in federal and state laws
and regulations
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Federal Privacy Laws
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Summary of Proposed Internet Privacy
Legislation in 2003
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Technological Solutions to Privacy
Invasion on the Web
Many privacy-enhancing technologies being developed
emphasize security
Platform for Privacy Preferences (P3P): Comprehensive
technological privacy protection effort sponsored by W3C
Web sites privacy policy, and to compare that policy
against users preferences or to other standards such as
FTCs FIP guidelines or EUs Data Protection Directive
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Technological Protections for Online Privacy
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Intellectual Property Rights Intellectual property: Encompasses all tangible and intangible
products of human mind
Major ethical issue: How should we treat property that belongsto others
Major social issue: Is there continued value in protectingintellectual property in the Internet age?
a or po ca ssue: , an so, ow, s ou n erne an e-commerce be regulated/governed to protect intellectualproperty
Main types of intellectual property protection:
Copyright
Patent
Trademark law
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Copyright: The Problem of Perfect
Copies and Encryption Copyright law: Protects original forms of expression (but not
ideas) from being copied by others for a period of time
Look and feel copyright infringement lawsuits involvedistinction between an idea and its expression
a r use oc r ne: n er cer a n c rcums ances, perm s use ocopyrighted materials without permission
Digital Millennium Copyright Act of 1998 (DMCA): First majoreffort to adjust copyright laws to Internet age
DMCA implements WIPO treaty that makes it illegal to make,
distribute, or use devices that circumvent technology-basedprotections of copyrighted materials
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Patents: Business Methods and
Processes Patent: Grants owner a 20-year exclusive monopoly on
ideas behind an invention
Most of early inventions that made Internet and e-commerce possible were not patented by their inventors
commerc a eve opmen o n erne , came es refor patents
Business methods patents have been widely sought byInternet and e-commerce companies
Many business methods Internet patents granted are
overbroad, and if enforced, would significantly impact e-commerce
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Trademarks: Online Infringement and
Dilution Trademark: Mark used to identify and distinguish goods, and
indicate their source
Trademarks protect public by ensuring it gets what it paysfor/expects to receive; protects trademark owner againstpiracy and misappropriation
Infringement: Use of a trademark that creates confusion withexisting marks, causes consumers to make market mistakes ormisrepresents origins of goods
Anticybersquatting Consumer Protection Act (ACPA): Createscivil liabilities for anyone who attempts in bad faith to profitfrom an existing famous or distinctive trademark byregistering an Internet domain name that is identical orconfusingly similar
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Types of Trademark Abuse on Internet Cybersquatting: Registration of infringing domain name, or other
Internet use, of existing trademark, for purpose of extorting paymentsfrom legitimate owners
Cyberpiracy: Involves same behavior as cybersquatting, but with intentof diverting traffic from legitimate site to infringing site
Metata in : Usin anothers trademarks as metata s in a misleadinor confusing manner
Keywording: Using anothers trademarks as keywords on searchengines in a misleading or confusing manner
Deep linking: Bypassing target sites home page and going directly tocontent page
Framing: Displaying content of another site within frame or window