LEGO's Data Privacy Practices
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Questions and Answers

What system does LEGO use for services requiring parental consent?

  • Third-party accounts
  • Social media profiles
  • Email verification
  • LEGO ID (correct)

    • Why did LEGO decide against using social media connect buttons?

  • They could not get data assurances. (correct)
  • It was too complex to implement.
  • Users preferred LEGO ID.
  • They found social media unnecessary.

    • What regulation does LEGO adhere to in order to protect children under 13?

  • COPPA (correct)
  • HIPAA
  • GDPR
  • FERPA

    • Where is most data stored by LEGO?

    <p>Taulov, Denmark</p> Signup and view all the answers

    What does TomTom promise regarding location data?

    <p>It will delete identifiable data within 24 hours after powering off.</p> Signup and view all the answers

    What additional method does LEGO encourage for children's protection?

    <p>Using pseudonyms</p> Signup and view all the answers

    Which of the following best describes the approach of LEGO and TomTom towards personal data?

    <p>They strive to maintain control and transparency over data use.</p> Signup and view all the answers

    Which feature distinguishes TomTom from its competitors?

    <p>Built-in privacy protection</p> Signup and view all the answers

    What attitude do companies like LEGO take towards data protection?

    <p>They consider it a competitive advantage.</p> Signup and view all the answers

    What incident prompted concerns about children's online privacy from companies like Viacom and Mattel?

    <p>Violations of the Children's Online Privacy Protection Act.</p> Signup and view all the answers

    According to Neil Richards and Woodrow Hartzog, what is the relationship between trust and privacy?

    <p>Privacy fosters and is foundational to trust.</p> Signup and view all the answers

    What concept describes the reduction of spatial and temporal distances due to technology, as referenced by David Harvey?

    <p>Time-Space Compression.</p> Signup and view all the answers

    What perspective shift regarding privacy do the authors advocate for?

    <p>Be privacy optimistic.</p> Signup and view all the answers

    What is described as a key prerequisite for online interactions?

    <p>Trust.</p> Signup and view all the answers

    Which of these statements about personal data is accurate in the context?

    <p>Trustworthy handling of personal data builds relationships.</p> Signup and view all the answers

    How do the authors view the traditional understanding of privacy?

    <p>As merely an administrative burden.</p> Signup and view all the answers

    What strategy does COOP employ to maintain consumer trust?

    <p>Setting limits on the use of personal data</p> Signup and view all the answers

    Which factor contributed significantly to distrust towards US-based companies in Europe?

    <p>The economic impact of Snowden's revelations</p> Signup and view all the answers

    How many loyal customers does COOP have in relation to Denmark's population?

    <p>About 1.5 million loyal customers</p> Signup and view all the answers

    What does COOP's use of personal data primarily focus on?

    <p>Personalizing offers and analyzing customer behavior</p> Signup and view all the answers

    What is primarily mediated in the sharing economy between private individuals?

    <p>Trust and expectations</p> Signup and view all the answers

    What was Neelie Kroos' main concern regarding cloud providers?

    <p>The impact of data sharing on consumer trust</p> Signup and view all the answers

    What type of deals does COOP refrain from offering its customers?

    <p>Location-driven offers through smartphones</p> Signup and view all the answers

    What term does Rachel Botsman use to describe the value of one's reputation in the sharing economy?

    <p>Reputation capital</p> Signup and view all the answers

    How do carpooling services establish trust between drivers and passengers?

    <p>Through recommendations from previous passengers</p> Signup and view all the answers

    Which of the following statements best reflects the attitude of customers towards their data being shared?

    <p>Customers prefer transparency over how their data is used</p> Signup and view all the answers

    What has been the overall effect of distrust towards US cloud providers in Europe?

    <p>A decline in business for US-based cloud companies</p> Signup and view all the answers

    What example illustrates the importance of reputation in Airbnb’s model?

    <p>A landlord acquiring a cat to avoid negative reviews</p> Signup and view all the answers

    What is a key aspect of how expectations are formed for consumers in the digital space?

    <p>Website design and personal experiences</p> Signup and view all the answers

    Which of the following is NOT a characteristic of the sharing economy?

    <p>Exclusive reliance on traditional businesses</p> Signup and view all the answers

    Why do users tend to rely on reviews and recommendations in the sharing economy?

    <p>As a means to mitigate risk and uncertainty</p> Signup and view all the answers

    What role does website design play in the sharing economy?

    <p>Creating expectations and associations for users</p> Signup and view all the answers

    What is a key selling point for businesses outside of US jurisdiction?

    <p>Freedom from NSA surveillance</p> Signup and view all the answers

    Which company partnered with T-Systems to provide a Europe-based cloud solution?

    <p>Microsoft</p> Signup and view all the answers

    What is the purpose of Qwant Junior?

    <p>To provide a child-friendly search engine</p> Signup and view all the answers

    Why did Xapo move its headquarters to Switzerland?

    <p>To align with its customers' privacy concerns</p> Signup and view all the answers

    What significant action did Zettabox take in 2015 regarding its operations?

    <p>Moved servers and headquarters to Europe</p> Signup and view all the answers

    What is a benefit of being headquartered in Switzerland for privacy-focused companies?

    <p>Strong constitutional rights protecting privacy</p> Signup and view all the answers

    What major trend has been observed among companies regarding their place of operation?

    <p>Locating in areas with strong data protection laws</p> Signup and view all the answers

    What does the term 'data trustee' imply in the context of cloud services?

    <p>A company that manages data under specific legal jurisdictions</p> Signup and view all the answers

    Study Notes

    LEGO's Approach to Data Privacy

    • LEGO ID used for services requiring parental consent, opting against social media logins due to data privacy concerns.
    • No third-party cookies on LEGO websites targeted at children under 13, adhering to US COPPA and GDPR regulations.
    • Data storage primarily in Taulov, Denmark, with specific exceptions for Russian data due to legal regulations.
    • Emphasis on customer data control, promoting the use of pseudonyms by children to protect identities.
    • LEGO's management supports restrictive personal data rules, valuing customer trust even with potential short-term financial impacts.

    TomTom's Data Protection Practices

    • TomTom differentiates products by incorporating privacy protection features, promising deletion of identifiable data within 24 hours after device shutdown.
    • The company claims unawareness of user location data, reinforcing consumer privacy assurance.

    Trust as Competitive Advantage

    • Companies like LEGO and TomTom proactively cultivate customer trust through transparency in data handling.
    • Data protection viewed as a competitive advantage rather than a hindrance.

    Online Privacy and Trust

    • Trust is foundational in digital relationships, relying on privacy management and processes rather than mere compliance.
    • David Harvey's concept of "Time-Space Compression" illustrates how technology reduces distances, intensifying the need for trust in online interactions.

    Sharing Economy and Trust Mediation

    • Platforms like Airbnb and TaskRabbit facilitate trust between users through reviews and verification mechanisms.
    • Reputation is central to consumer trust in collaborative consumption models, demonstrating its economic value.

    Consumer Expectations and Trust

    • Trust is based on exceeding consumer expectations, influenced by website design, experiences, and certifications from independent third parties.
    • Companies like COOP prioritize ethical data usage, opting not to exploit geographic data while personalizing customer experiences.

    Impact of Data Privacy Revelations in Europe

    • Snowden's revelations led to increased distrust towards US-based companies among European consumers.
    • European businesses emphasize trust, offering data protection assurances as a unique selling point, distinct from US providers.

    European Initiatives for Trust in Cloud Services

    • Microsoft collaborates with T-Systems to provide regionally based cloud services under German data protection laws.
    • Some companies, like Xapo and Zettabox, relocate to Switzerland to enhance consumer trust by leveraging stringent privacy laws.

    Alternative Digital Services

    • Qwant, a French search engine, taps into European distrust of US services, offering a child-friendly search option in schools.
    • Market positioning focused on providing a privacy-centric alternative to dominant tech giants like Google, aiming for regional trust.

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    Description

    This quiz explores LEGO's approach to data privacy and parental consent when children log onto their services. It highlights the company's decision to avoid social media integration due to data security concerns and its commitment to responsible data management with subcontractors and partners.

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