Naslov
Predictive analytics, personalized marketing and privacy

Autori
Bracanović, Tomislav

Izvornik
Revue Roumaine de Philosophie (1220-5400) 63 (2019), 2; 263-275

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
predictive analytics ; personalized marketing ; privacy ; personal information ; presumed consent

Sažetak
The article examines whether predictive analytics-based personalized marketing (PABPM) violates privacy. After explaining what PABPM is and reviewing some typical concerns over its impact on privacy, three prominent theories of privacy are analyzed as possible grounds for criticizing PABPM: Warren and Brandeis’s “the right to be let alone” theory, Prosser’s “fourfold” or “fragmented” theory, and Westin’s “control over personal information” theory. It is argued that none of them provides a solid ground against PABPM: Warren and Brandeis’s theory due to its imprecision and historical distance from contemporary technologies, Prosser’s theory due to its conceptual incompatibility with PABPM, and Westin’s theory due to its inconsistency with a number of widely accepted social practices and ethical principles. The purpose of the article is not to argue that nothing is morally wrong with PABPM, only that its moral wrongness, if there is any, cannot be captured using the language of privacy.

Izvorni jezik
Engleski

Znanstvena područja
Filozofija

POVEZANOST RADA