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we present three approaches organisations can use to influence consumer
perceptions related to privacy in the cloud namely institutional assurances,
just-in-time interventions, and building privacy knowledge. The first two
approaches directly relate to communication methods and the third
approach focuses on building consumers’ privacy literacy and as a result
their capacity to engage with organisation consumers regarding their privacy practices.
4.4.1
Institutional Assurances
Institutional assurances or privacy disclosures are communication efforts
from organisations to consumers, regarding the organisation’s data privacy practices. Institutional assurances are often heralded as a solution to
addressing privacy concerns, improving perceptions of control and enhancing trust beliefs in many contexts (Culnan and Armstrong 1999; Wu et al.
2012). Institutional assurances include privacy policies and visual
approaches which combine text and icons such as privacy labels and trust
labels. The privacy literature has found effective privacy policies address
awareness issues by increasing perceptions of control (Xu et al. 2011) and
improving understanding of privacy practices (Kelley et al. 2010).
However, the weaknesses inherent in existing privacy policies led to the
emergence of the nutritional privacy label (Kelley et al. 2010). In the
cloud context, a cloud trust label providing relevant institutional assurances and privacy information has been found to impact decision makers’
perceptions of the trustworthiness of cloud service providers (van der
Werff et al. 2019). The nutritional label is one possible approach to institutional assurances which could serve as a fruitful avenue for both cloud
service providers and organisations leveraging the cloud. This approach
should include all information required in GDPR compliant privacy
notices and inform consumers of how their data is used, stored, protected,
and the controls they can exercise over their data. In addition, the label
should address the three dimensions of trust (benevolence, integrity and
competence), and the core security considerations in the cloud context.
The label approach combines many recommendations for effective communication from the UK Information Commissioner’s Office (ICO)
including the use of recognisable icons and layering formats (ICO 2017).
The content of the label should differ depending on the organisation and
whether the label is consumer facing or used to influence perceptions of
key decision makers in organisations. Based on findings in the cloud and
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…
we present three approaches organisations can use to influence consumer
perceptions related to privacy in the cloud namely institutional assurances,
just-in-time interventions, and building privacy knowledge. The first two
approaches directly relate to communication methods and the third
approach focuses on building consumers’ privacy literacy and as a result
their capacity to engage with organisation consumers regarding their privacy practices.
4.4.1
Institutional Assurances
Institutional assurances or privacy disclosures are communication efforts
from organisations to consumers, regarding the organisation’s data privacy practices. Institutional assurances are often heralded as a solution to
addressing privacy concerns, improving perceptions of control and enhancing trust beliefs in many contexts (Culnan and Armstrong 1999; Wu et al.
2012). Institutional assurances include privacy policies and visual
approaches which combine text and icons such as privacy labels and trust
labels. The privacy literature has found effective privacy policies address
awareness issues by increasing perceptions of control (Xu et al. 2011) and
improving understanding of privacy practices (Kelley et al. 2010).
However, the weaknesses inherent in existing privacy policies led to the
emergence of the nutritional privacy label (Kelley et al. 2010). In the
cloud context, a cloud trust label providing relevant institutional assurances and privacy information has been found to impact decision makers’
perceptions of the trustworthiness of cloud service providers (van der
Werff et al. 2019). The nutritional label is one possible approach to institutional assurances which could serve as a fruitful avenue for both cloud
service providers and organisations leveraging the cloud. This approach
should include all information required in GDPR compliant privacy
notices and inform consumers of how their data is used, stored, protected,
and the controls they can exercise over their data. In addition, the label
should address the three dimensions of trust (benevolence, integrity and
competence), and the core security considerations in the cloud context.
The label approach combines many recommendations for effective communication from the UK Information Commissioner’s Office (ICO)
including the use of recognisable icons and layering formats (ICO 2017).
The content of the label should differ depending on the organisation and
whether the label is consumer facing or used to influence perceptions of
key decision makers in organisations. Based on findings in the cloud and
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…