World Wide Web - Privacy

Privacy

Every time a web page is requested from a web server the server can identify, and usually it logs, the IP address from which the request arrived. Equally, unless set not to do so, most web browsers record the web pages that have been requested and viewed in a history feature, and usually cache much of the content locally. Unless HTTPS encryption is used, web requests and responses travel in plain text across the internet and they can be viewed, recorded and cached by intermediate systems.

When a web page asks for, and the user supplies, personally identifiable information such as their real name, address, e-mail address, etc., then a connection can be made between the current web traffic and that individual. If the website uses HTTP cookies, username and password authentication, or other tracking techniques, then it will be able to relate other web visits, before and after, to the identifiable information provided. In this way it is possible for a web-based organisation to develop and build a profile of the individual people who use its site or sites. It may be able to build a record for an individual that includes information about their leisure activities, their shopping interests, their profession, and other aspects of their demographic profile. These profiles are obviously of potential interest to marketeers, advertisers and others. Depending on the website's terms and conditions and the local laws that apply information from these profiles may be sold, shared, or passed to other organisations without the user being informed. For many ordinary people, this means little more than some unexpected e-mails in their in-box, or some uncannily relevant advertising on a future web page. For others, it can mean that time spent indulging an unusual interest can result in a deluge of further targeted marketing that may be unwelcome. Law enforcement, counter terrorism and espionage agencies can also identify, target and track individuals based on what appear to be their interests or proclivities on the web.

Social networking sites make a point of trying to get the user to truthfully expose their real names, interests and locations. This makes the social networking experience more realistic and therefore engaging for all their users. On the other hand, photographs uploaded and unguarded statements made will be identified to the individual, who may regret some decisions to publish these data. Employers, schools, parents and other relatives may be influenced by aspects of social networking profiles that the posting individual did not intend for these audiences. On-line bullies may make use of personal information to harass or stalk users. Modern social networking websites allow fine grained control of the privacy settings for each individual posting, but these can be complex and not easy to find or use, especially for beginners.

Photographs and videos posted onto websites have caused particular problems, as they can add a person's face to an on-line profile. With modern and potential facial recognition technology, it may then be possible to relate that face with other, previously anonymous, images, events and scenarios that have been imaged elsewhere. Because of image caching, mirroring and straightforward copying, it is difficult to imagine that an image, once published onto the World Wide Web, can ever actually or totally be removed.