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The Future of Privacy Forum’s Jules Polonetsky, CIPP/US, and IAPP VP of Research and Education Omer Tene ask, “What is creepy?” and suggest in this Re/Code report that if businesses knew the answer to that question, they would “steer clear of privacy snafus and consumer backlash.” They write, Creepiness, defined in the Merriam-Webster dictionary as something ‘producing a nervous shivery apprehension,’ has become a veritable term of art among privacy professionals.” They share examples of personalization strategies erring on the side of “creepy” rather than “cool,” quoting a recent Privacy Perspectives post where Jedidiah Bracy, CIPP/US, CIPP/E, wrote, “Is this really the beginning of an era where companies must include a set of social instructions with a new product?” Polonetsky and Tene offer organizations tips and pointers to assist them in detecting “creep.”
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