Privacy Salience and Social Networking Sites

Reassuring people about privacy makes them more, not less, concerned. It’s called “privacy salience,” and Leslie John, Alessandro Acquisti, and George Loewenstein — all at Carnegie Mellon University — demonstrated this in a series of clever experiments. In one, subjects completed an online survey consisting of a series of questions about their academic behavior — “Have you ever cheated on an exam?” for example. Half of the subjects were first required to sign a consent warning — designed to make privacy concerns more salient — while the other half did not. Also, subjects were randomly assigned to receive either a privacy confidentiality assurance, or no such assurance. When the privacy concern was made salient (through the consent warning), people reacted negatively to the subsequent confidentiality assurance and were less likely to reveal personal information.

In another experiment, subjects completed an online survey where they were asked a series of personal questions, such as “Have you ever tried cocaine?” Half of the subjects completed a frivolous-looking survey — “How BAD are U??” — with a picture of a cute devil. The other half completed the same survey with the title “Carnegie Mellon University Survey of Ethical Standards,” complete with a university seal and official privacy assurances. The results showed that people who were reminded about privacy were less likely to reveal personal information than those who were not.

Privacy salience does a lot to explain social networking sites and their attitudes towards privacy. From a business perspective, social networking sites don’t want their members to exercise their privacy rights very much. They want members to be comfortable disclosing a lot of data about themselves.

Joseph Bonneau and Soeren Preibusch of Cambridge University have been studying privacy on 45 popular social networking sites around the world. (You may not have realized that there are 45 popular social networking sites around the world.) They found that privacy settings were often confusing and hard to access; Facebook, with its 61 privacy settings, is the worst. To understand some of the settings, they had to create accounts with different settings so they could compare the results. Privacy tends to increase with the age and popularity of a site. General-use sites tend to have more privacy features than niche sites.

But their most interesting finding was that sites consistently hide any mentions of privacy. Their splash pages talk about connecting with friends, meeting new people, sharing pictures: the benefits of disclosing personal data.

These sites do talk about privacy, but only on hard-to-find privacy policy pages. There, the sites give strong reassurances about their privacy controls and the safety of data members choose to disclose on the site. There, the sites display third-party privacy seals and other icons designed to assuage any fears members have.

It’s the Carnegie Mellon experimental result in the real world. Users care about privacy, but don’t really think about it day to day. The social networking sites don’t want to remind users about privacy, even if they talk about it positively, because any reminder will result in users remembering their privacy fears and becoming more cautious about sharing personal data. But the sites also need to reassure those “privacy fundamentalists” for whom privacy is always salient, so they have very strong pro-privacy rhetoric for those who take the time to search them out. The two different marketing messages are for two different audiences.

Social networking sites are improving their privacy controls as a result of public pressure. At the same time, there is a counterbalancing business pressure to decrease privacy; watch what’s going on right now on Facebook, for example. Naively, we should expect companies to make their privacy policies clear to allow customers to make an informed choice. But the marketing need to reduce privacy salience will frustrate market solutions to improve privacy; sites would much rather obfuscate the issue than compete on it as a feature.

This essay originally appeared in the Guardian.

Posted on July 16, 2009 at 6:05 AM • 35 Comments