Human-Centered Design for Data-Sparse Tailored Privacy Information Provision

One way to reduce privacy risks for consumers when using the internet is to inform them better about the privacy practices they will encounter. Tailored privacy information provision could outperform the current practice where information system providers do not much more than posting unwieldy privacy notices. Paradoxically, this would require additional collection of data about consumers' privacy preferences—which constitute themselves sensitive information so that sharing them may expose consumers to additional privacy risks. This chapter presents insights on how this paradoxical interplay can be outmaneuvered. We discuss different approaches for privacy preference elicitation, the data required, and how to best protect the sensitive data inevitably to be shared with technical privacy-preserving mechanisms. The key takeaway of this chapter is that we should put more thought into what we are building and using our systems for to allow for privacy through human-centered design instead of static, predefined solutions which do not meet consumer needs.