Mobile apps that can turn aeroplane mode off and read your texts

The General Data Protection Regulation (GDPR) gives people control over how others use their data. It means organisations need to be transparent with their customers over what their business practices are.

Terms and conditions or privacy policies usually do very little to inform customers about how their personal data will be used or processed. Terms and conditions are often used to cover the company and not inform the consumer.

However, consumers have not been savvy and haven’t looked into what they’re actually signing away when they click ‘I Agree’.

Unsurprisingly, people are shocked to read what is in the terms and conditions on their smartphone apps.

Why does a smartphone app need to be able to turn aeroplane mode on or off? Alas, this is what people unwittingly agree to. Would they agree if they were aware of the ramifications? Many would be happy to agree but others would opt-out. Most are unaware.

As an industry we need to ensure terms and conditions are as clear and concise as possible. Use experienced copywriters to draft a message that explains the key bits of information to the consumer.

At the moment, terms and conditions are far too complex. People resist reading the terms and conditions due to the complex legal wording.

A Norwegian consumer body found that the average smartphone in Norway has 33 apps. They decided to read the terms and conditions for the most popular 33 apps. It took 32 hours to complete.

Societal attitudes are shifting as well the legislation. Think about not only what GDPR is there to do, but what people want. People want more control over their personal data and how it’s used and collected. They want organisations to be transparent.

Consumers will engage if they have a compelling reason to do so and crucially if they trust the brand. DMA research - ‘Consumer attitudes to privacy’ showed that trust was the main reason for consumers when sharing their personal data.

However, consumers feel it is businesses that benefit the most from the modern data economy.

Crafting terms and conditions that inform consumers about how their data will be used is essential to turning the this statistic around.

The new Information Commissioner, Elizabeth Denham, said in a recent speech:

“One of the things I want to be clear about today is that I do not believe data protection law is standing in the way of your success.

“It’s not privacy or innovation – it’s privacy and innovation.

“The personal information economy can be a win win situation for everyone. Get it right, and consumers and business benefits.”

Organisations that understand this and demonstrate to their customers what the value exchange is in a transparent way will be those that succeed and thrive.