Google, Inc. has a unique advantage beginning in March 2012. By combining inform

Question

Google, Inc. has a unique advantage beginning in March 2012. By combining information about user activity from it many popular applications (such as Google+, and YouTube), Google algorithms were able to alers users to things that might be of interest. This vast amount of information, analyzed properly, gave Google a way to compete. By combing data with information from Internet searches, Google could better compete against applications such as Facebook.

But this was a departure from its earlier privacy policy. In June 2011, the executive chairman of Goggle has declared, "Google will remain a place where you can do anonymous search [without logging in]. We're very committed to having you control over the information we have about you.

This may be possible for users who don't login to a Google account, but for those with a Google or other personal accounts or an Android mobile phone, it's more difficult to remain anonymous. Offering a counter viewpoint, Christopher Soghoian, an independent privacy and security researcher said, " Google now watches consumers practically everywhere they go on the Web [and anytime they use an Android phone]. No single entity should be trusted with this much sensitive data."

Please any the following discussion questions:

1. Do you see any ethical issuesinvovled in Google's recent approach in combining information from a particular user? Why or why not?

2. How might users change their behaviors if they were aware of this new approach?

3. Apply the normative theories of business ethics to Google's new policy about combining user information?

Your prompt reply will be appreciated. Thanks.

Explanation / Answer

1.

The ethical issue on hand which is involved in Google’s recent approach in combining information from a particular user is that because of the enormous influence that Google will have over thousands of users by accessing their data and mining it, there are obviously concerns on the privacy of the data and whether Google will use the data to further their own interests. Another important ethical concern is that with the kind of searches being thrown by Google, it may try to lead user activity and influence their choices rather than being strictly independent. Thus the question of internet being a neutral medium will definitely arise.

2.

The users will become more circumspect and may try anonymous browsing to circumvent Google’s technology. Also users may masquerade their true preferences by searching for related items and also try to cheat the system by resorting to false page visits and clicks to prevent any one entity to gather so much data about themselves. On the other hand, it may be possible that users become risk averse and stop using these technologies all together or doubt all search results thrown by the technology even when they are unbiased.

3.

We will try to use the concept of Consequentialism and Utilitarianism to investigate Google’s use of user data. If Google is going to use these data for greater good, ease of transactions and ultimately providing users with better choices, then this behavior can still be ethically correct. However if this is from the sole motive of increasing profits for one firm a other’s expense, then certainly this policy is wrong from ethical stand point.

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