As Google amasses more and more knowledge about the interests and characteristics of its users, Information law expert Dr Alan McKenna says we need to be aware of the risks that personal data could be used as a means to exert forms of control.
Dr McKenna says: ‘A growing concern with the power of Google over us is leading to searching questions being asked about whether Google’s collection of our personal information is already or will lead to them being able to control us and the way we live our lives. Fellow tech giant Microsoft, was once labelled the ‘Evil Empire’ for its monopolisation of the computer operating system market, but now it seems this dubious crown may have been handed to Google, as its informational power has grown. Google famed for its antithesis of this label with its mantra ‘Do no evil’, has with its eponymous search engine been able to collect vast unprecedented amounts of data, including every single search ever made by its users. Google’s financial power, which is based upon the vast revenues generated from advertising, has enabled it to both conduct extensive expensive research and development on products such as Google Glass that will enable it to collect even more data, and also to be able on a regular basis to purchase other tech based companies, which potentially add to its overall strength in the data market.
‘Whilst Google desired via its search engine to make the world’s information accessible to everyone, not everything in reality is accessible. Google and its partners have an information advantage in that they of course know more about us than we know about them for instance. Without question such information is power. Knowledge about our interests and characteristics can it is argued lead to potentially forms of control being exerted over us. If such control occurs then we lose our autonomy as human beings.
‘An interesting example of the power technology provides as regards data collection and its influencing of our behaviour can be seen with the smart boxes now being installed in our cars voluntarily in order to allow insurance companies to see and evaluate our driving, so that they can then adjust our premiums. Large discounts are available for allowing such technology to be fitted, and it can be envisaged that in the near future insurance companies will insist that it is fitted. However, with one of Google’s major projects looming large on the horizon – driverless cars, such technology will eventually become redundant, with of course Google and its partners potentially gaining an even greater insight into us.
‘As its power has grown, so has Google’s need to lobby regulators around the world, with a small fortune now being spent on such activities. Competition authorities have already shown concern over its market power, but it is not just its market power that should be of concern.
‘Data collection and use may begin as a benign activity, and depending on the context for its collection it may be beneficial for us individually, but the risks of data being used for malicious controlling purposes, not just by private enterprises, but also governments and public bodies, is something we need to be aware of, and as such we must fight to maintain our autonomy.’
Dr McKenna is an Associate Lecturer in Law at Kent Law School. His research interests include the information society, communication law, information law, media, human rights, information technology law, international commercial law, data protection, privacy and asbestos-related issues.
For further details of Dr McKenna’s research interests and publications, visit his staff profile page.