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other contexts, these labels may build awareness and strengthen perceptions of control and trustworthiness. Privacy labels are likely to be useful
as a communication tool for prospective customers, and should be accessible to existing customers within the application or website settings.
4.4.2 Just-in-Time Interventions
In addition to detailed communication approaches such as privacy labels
and notices, there is also a need for additional transparent communications with consumers as the need arises. The ICO advocates the use of
just-in-time notices to inform consumers of changes in an organisation’s
privacy practices (ICO 2017). For example, if an organisation plans to
migrate to the cloud, they should inform their consumers of this change
in a transparent manner. Additional reasons for just-in-time interventions
include cases when an additional use arises for personal data and consumer
consent is sought, as well as requests for updates to personal information,
or requests for more information. In these interventions, organisations
should be transparent and focus on explaining why the data is needed. The
format of these interventions will vary depending on the level of the
change and the technology in question. For mobile applications, a pop-up
notification could be utilised to request consumer consent or additional
data disclosure. For websites, individuals could be prompted to provide
the requested information at log-in. The purpose of just-in-time interventions is similar to the privacy label approach in that they seek to overcome
issues with awareness, while reminding consumers of the controls they
have and seeking to enhance trust beliefs through transparency.
4.4.3 Building Privacy Knowledge
As repeatedly noted throughout this chapter, cloud consumers often lack
awareness of how their data is stored and used. In the broader privacy literature, Crossler and Bélanger (2019) advocate the importance of understanding and addressing consumers’ privacy knowledge-belief gaps and
the need to develop contextualised privacy self-efficacy i.e. individuals’
perceptions that they have the knowledge and skills needed to protect the
privacy of their data as required. This work builds on findings around the
privacy paradox, wherein consumers express high privacy concerns but do
not engage in behaviours to protect their information privacy (Bélanger
and Crossler 2011). In their recent study, Crossler and Bélanger (2019)
G. FOX
other contexts, these labels may build awareness and strengthen perceptions of control and trustworthiness. Privacy labels are likely to be useful
as a communication tool for prospective customers, and should be accessible to existing customers within the application or website settings.
4.4.2 Just-in-Time Interventions
In addition to detailed communication approaches such as privacy labels
and notices, there is also a need for additional transparent communications with consumers as the need arises. The ICO advocates the use of
just-in-time notices to inform consumers of changes in an organisation’s
privacy practices (ICO 2017). For example, if an organisation plans to
migrate to the cloud, they should inform their consumers of this change
in a transparent manner. Additional reasons for just-in-time interventions
include cases when an additional use arises for personal data and consumer
consent is sought, as well as requests for updates to personal information,
or requests for more information. In these interventions, organisations
should be transparent and focus on explaining why the data is needed. The
format of these interventions will vary depending on the level of the
change and the technology in question. For mobile applications, a pop-up
notification could be utilised to request consumer consent or additional
data disclosure. For websites, individuals could be prompted to provide
the requested information at log-in. The purpose of just-in-time interventions is similar to the privacy label approach in that they seek to overcome
issues with awareness, while reminding consumers of the controls they
have and seeking to enhance trust beliefs through transparency.
4.4.3 Building Privacy Knowledge
As repeatedly noted throughout this chapter, cloud consumers often lack
awareness of how their data is stored and used. In the broader privacy literature, Crossler and Bélanger (2019) advocate the importance of understanding and addressing consumers’ privacy knowledge-belief gaps and
the need to develop contextualised privacy self-efficacy i.e. individuals’
perceptions that they have the knowledge and skills needed to protect the
privacy of their data as required. This work builds on findings around the
privacy paradox, wherein consumers express high privacy concerns but do
not engage in behaviours to protect their information privacy (Bélanger
and Crossler 2011). In their recent study, Crossler and Bélanger (2019)
G. FOX