Ethical Theories: Analyzing Data Privacy Tipping Point in the Media

This essay examines the concept of a 'privacy tipping point' in 2016, focusing on the ethical implications of data collection and usage by internet giants like Google and Facebook. It analyzes the shift towards business models where users may pay for enhanced privacy and reduced advertising. The analysis is conducted through the lens of various ethical theories, including deontology, utilitarianism, virtue ethics, and social contract theory, to assess the moral responsibilities of companies in protecting user data. The essay concludes that organizations should prioritize user privacy, potentially adopting business models that offer privacy services for a fee, and recommends implementing strong data protection measures and ad-blocking technologies to minimize third-party intrusion. Desklib provides access to similar essays and resources for students.

Running Head: PRIVACY WILL HIT TIPPING POINT IN 2016 1
Privacy will hit tipping point in 2016

Privacy will hit tipping point in 2016 2
Introduction to the Media Story
In the current times, privacy is a biggest concern for the internet users and the business
giants. In the past, there have been several instances, wherein the privacy of the consumers has
been compromised. It has motivated the government regulators to implement policies to protect
the user privacy. However, there are several companies such as Google and Facebook, which are
using the consumer information as the primary source of revenue. These regulations will create a
huge impact on the revenue source of these companies. However, appropriate regulations are
important as these companies, which collect, store and use the consumer data are at a high risk of
attracting unethical hackers. Today, most of the users have realized the importance of user
privacy and shaping their online behavior accordingly. These companies have also sensed this
trend and emphasize on developing a business model, in which the users have to pay for few
advertisements and a high level of privacy. It is an innovative business growth strategy; however,
the downside of this strategy is that it is a capped growth strategy. It means that the company
cannot grow more than a certain extent. In accordance to the trend, other technological giants
such as Apple are providing solutions to block advertisements in the mobile devices (Taylor,
2015).
Ethical theories
The ethics is the branch of the philosophy, which deals with the morality of action and
designing the standards for right and wrong. The ethical theories are designed to address
different situations and guide correct moral response. It serves as a guidance to deal with the
ethical challenges in complex situations. The ethical theories can be divided into consequential
and non-consequential theories. The consequential ethics determine the morality of a particular

Privacy will hit tipping point in 2016 3
behavior based on the outcomes of the action, whereas the non-consequential ethics evaluate the
ethics of a particular action based on its deviation from the standard values. The deontological
theory is based on this non-consequential ethics whereas the utilitarianism is based on goodwill
of the consequences of a particular action (Mertens & Ginsberg, 2009).
Analysis of the Media Story
The deontological theory states that every human being has some moral duties and he
should abide by it. It analyzes the morality of an action by the action-based rules. Deontology
gives the moral judgement on the basis of whether the actor has complied by his moral duties. It
states that the moral duties are the first priority of a person or an organization. The essence of the
story is that the internet giant companies are moving towards a business model, in which they are
charging money to provide consumer privacy and fewer advertisements. When the theory is
applied to the case, it can be perceived that it is the moral duty of the business organizations to
provide privacy to the consumers. Therefore, this action is completely justified (Mertens &
Ginsberg, 2009). However, while pursuing this policy the companies have to take support of
various advertisements blocking websites. The goal of these websites is to block the unnecessary
advertisements. However, with this collaboration, the companies might bribe the internet
blocking companies to allow their advertisements.
The utilitarianism is another set of ethical theory, which is based on the normative ethical
theory. According to the utilitarianism theory, the morality of an action can be judged by the
utility of the action. It is an ethical theory, which is focused on the consequences of an action,
rather than the standard right or wrong. It can be stated that the payment for privacy abides by
the utilitarianism theory. According to this theory, few advertisements will protect the privacy

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and safety of the users. It can be stated that Facebook and Google follow different privacy
frameworks for maintaining the privacy of the users. The introduction of payment for the privacy
services will reduce the revenue of these organizations (Comstock, 2013). However, the current
action will be for the ultimate benefit of the users.
In the perspective of the users, blocking unnecessary advertisement will be the most
beneficial issue. The utilitarianism states that the organization should focus on highest utility
action from the user perspective. The user privacy is crucial in different platforms involving
monetary transactions (Taylor, 2015).
The virtue ethics states that the action of an individual is influenced by ethical thinking
and individual character. According to this theory, the actions of an individual are guided by the
ethical thinking rather than the rules or their consequences. The virtue is the habit of an
individual to success at a significant purpose. According to the virtue theory, the action of the
companies is not justifiable. When the users sign up for using the services, they agree to share
their data with the business organization (Loue, 2007). Therefore, the companies are not under
any responsibility to protect the privacy of the users. However, according to the virtue theory, it
is important for these business organizations to protect the privacy of the consumers (Gregory,
2003). Therefore, they should take highest security measure, so that the hackers cannot breach
into the database of the organization.
The social contract theory states that since the people live together in a society, they have
different responsibilities towards different members of the society. When an individual or
organization exists in a society, they have to agree to different rules of the society, which
establishes the moral or political behavior or norms of the society. It is also called social contract

Privacy will hit tipping point in 2016 5
theory. These social contracts can be explicit or implicit; however, they provide a framework to
establish harmony in the society. According to the social contract theory, the social media and
the internet organization should invest providing extensive privacy to the customers (Danis,
Largent, Grady, Hull & Wendler, 2012). The company should consider alternative revenue
stream and maintain the privacy of the users.
Conclusion
Conclusively, it can be stated that the user privacy is very important in the present
context. In the present era, knowledge is power; therefore, most of the business organizations are
trying to attain maximum knowledge of the users. There are several companies, which are using
the information of the users as the primary source of revenue. The business model of companies
such as Google and Facebook is based on the acquisition and target marketing by acquiring the
consumer knowledge. However, with the past incidence of information breach, the consumers
have become more careful in sharing their information. In the past, there have been several
incidences, in which the privacy of the user has been compromised. With the new consumer
platforms, the users are sharing very sensitive data. Therefore, it is important that the companies
protect the data store in online mediums. Different ethical theories support that the business
organizations should provide high level of security to the users. They can adopt the business
model in which they can charge the consumers for offering privacy services. In the context of the
news article, following recommendations can be made:
Privacy protection: The companies can adopt the business model of few advertisements with
higher privacy. It will facilitate the end users as well as the advertisement providers for the
organization.

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Ad blocking applications: The companies can reduce the intrusion of the third or foreign party by
blocking the advertisements.

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References
Comstock, G. (2013). Research Ethics: A Philosophical Guide to the Responsible Conduct of
Research. Cambridge University Press.
Danis, M., Largent, E., Grady, C., Hull, S.C., & Wendler, D. (2012). Research Ethics
Consultation: A Casebook. Oxford University Press, USA.
Gregory, I. (2003). Ethics in Research. A&C Black.
Loue, S. (2007). Textbook of Research Ethics: Theory and Practice. Springer Science &
Business Media.
Mertens, D.M., & Ginsberg, P.E. (2009). The Handbook of Social Research Ethics. SAGE
Publications Inc.
Taylor, H. (2015). Privacy will hit tipping point in 2016. CNBC. Retrieved 4 may 2018 from
https://www.cnbc.com/2015/11/09/privacy-will-hit-tipping-point-in-2016.html
Wiles, R. (2012). What are Qualitative Research Ethics? A&C Black.