Ethical Theories: Privacy Protection in a Technological World

This essay examines the application of various ethical theories—utilitarianism, deontology, virtue theory, and contract theory—to the critical issue of privacy protection in the context of modern businesses, specifically focusing on companies like Google and Facebook. The essay delves into how these theories can be utilized to develop policies and procedures that safeguard user data, address potential cyber threats, and maintain ethical standards in a rapidly evolving technological landscape. It explores the implications of each theory, offering insights into how they can inform decisions related to data security, ad blocking, and corporate social responsibility. The essay highlights the importance of adapting ethical frameworks to the challenges posed by new technologies and the need for businesses to prioritize privacy to build and maintain trust with their users. The essay concludes by emphasizing the importance of integrating ethical considerations into business practices to ensure both the protection of individual privacy and the responsible advancement of technology.

PRIVACY WILL HIT TIPPING
POINT IN 2016

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. UTILITARIANISM THEORY....................................................................................................1
2. DEONTOLOGY THEORY.........................................................................................................2
3. VIRTUE THEORY......................................................................................................................3
4. CONTRACT THEORY...............................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
With growing technology, risks have been increased in the form of privacy protection by
all those companies which use personal and private information of people. Companies like
Google and Facebook are prone to highest risk in order to safeguard people's private details from
hackers. Ad blocking and protection of data are the major needs which have to be incorporated
by the companies and require a lot of investment. Thus, companies need to design policies and
procedures in an ethical manner so as to safeguard the vital information of employees and
customers.
ETHICAL THEORIES
1. UTILITARIANISM THEORY
The Utilitarian theory of ethical business is further divided into rule and act which
implies doing good to others in order to maximize the happiness of others (Christensen, 2018). It
is one of the most known theories of ethical practice applied in business. It emphasises on
bringing greatest goods for a large number of people which enhances their satisfaction. This
theory of ethics applied to business brings forth various actions based on morality and social
values as well as the management should follow it in maximizing output of their workers by
satisfying their needs and desires (Kara, 2017). The concept is to reduce bad decisions from the
organization and bring in valuable ideas to the business which will enhance its scale of
operations.
The case study in this context depicts the importance of privacy which needs to be taken
with care by the management of companies in order to safeguard interest of the people
(Schwartz, 2017). The company should focus on utilitarian ethical principal which provides
greater good to all employees and customers working for achieving its objectives. The concept of
utilitarianism should be introduced in companies like Google and Facebook which use personal
data of people.
Google has introduced many privacy related instruments which protect people from the
hackers and regulatory authority (Grayson and Hodges, 2017). Google has reduced the ads while
surfing or browsing and thereby, it has increased privacy protection as an ethical practice so as to
enhance satisfaction of a wide range of people all over the world.
The two types of utilitarian ethical theories are Act and Rule utilitarian which are like:
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Manager needs to define rules and procedures for his employees. Managers needs to
attempt the act utilitarian ethical theory which will entail changes in the rules and procedures,
thereby, bringing the best results possible in order to safeguard their interest and values
(Schwartz, 2017).
On the other hand, rule utilitarian is defined as the principle which should use the moral
rules in order to enhance happiness of employees as well as of customers and thereby,
undertaking their privacy protection (Christensen, 2018). The correct moral rules are those
whose inclusion in the moral code will produce better results than other possible rules.
(Source: Corporate Social Responsibility, 2016)
2. DEONTOLOGY THEORY
Deontological theory of Kant's emphasizes on means rather than the actual outcomes
(Kara, 2017). This theory looks at the scene more ethically and argues that actions are morally
valuable if it has right motive. It usually focuses on rules and regulations as well as believe that
human beings have moral values as they are rational beings and companies need to safeguard
their personal interest and values in a moral way. It generally takes into account such decisions
which benefit both; shareholders and consumers of the organization by incorporating proper
rules and regulations (Grayson and Hodges, 2017).
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Illustration 1: Ethics and Values

The Kantian theory treats everyone equally with equal respect and no one uses others to
achieve results (Christensen, 2018). Above case study needs to be looked through the Kantian
theory of ethical practices in order to protect privacy of people. The Ad Blocking and fewer
display has brought in major changes which has though impacted revenue of companies like
Google and Facebook (Schwartz, 2017). The Kantian deontology theory provides businesses to
undertake those rules and regulations which are accepted by people as a universal law. Thus, the
changes in order to protect personal and valuable data should be implemented in such a way that
no one could resist from such changes according to Kantian Deontology theory of ethics. Such a
practice needs to be implemented in order to safeguard employees and customer’s interest by the
management (Grayson and Hodges, 2017).
Both Google and Facebook work in macro environment full of threats and thus, need to
undertake valuable decisions which might be approved by the people in concern. Such decisions
need to be made at the top level and have to be followed by all as it will protect their privacy.
(Source: Corporate Social Responsibility, 2016)
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Illustration 2: Importance of Privacy

3. VIRTUE THEORY
The virtue theory of ethics is a recent concept which refers to bringing change which
Deontology and Utilitarian theory could not be able to bring in (Ewest, 2018). It mainly focuses
on happiness and care about people who enhances their satisfaction in an organization which
motivates them to achieve better results. This theory is based on the actions of people towards
kindness and compassion received from work environment and culture (Grayson and Hodges,
2017).
Case study reflects the importance of virtue theory of ethical practice in businesses which
involves and uses personal data of people (Kara, 2017). In order to safeguard data in an ethical
manner, use of virtue theory rather than Deontology and Consequentialism theory should be
emphasized upon. The importance of privacy is necessary with enhancement of new technology
especially in tech proven companies and social media platforms (Ewest, 2018). Use of virtue
theory of ethics will help in bringing forth the aspects of regulations in an ethical manner which
will bring in happiness to people involved (Corporate Social Responsibility, 2016). Use of
mobile techniques has reduced saving a lot of data on servers which protect individuals from
irregular activities. Another aspect of privacy in terms of ethical manner incorporated by Google
and Facebook is cyber peace which provides opportunities to people and thereby, reducing
threats (Husted and Filho, 2017).
4. CONTRACT THEORY
The contract theory of ethics usually referred as the social contract which implies that
people believe in society and living together thereby establishing ethical and moral values of
reacting towards a situation (Ewest, 2018). It is a vital theory of ethical practices which focuses
on various laws, rules and regulations which need to be implemented in order to behave morally.
This theory consists of set rules and regulations which are needed to be followed in a rational
manner.
The case study depicts the vitality of privacy protection in today's era as the technology is
growing rapidly causing threats to people (Christensen, 2018). Companies are getting involved in
more privacy protection and regulatory functions incurring huge investment amount so as to
safeguard the interest of general public. The use of contract theory of ethics helps in establishing
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set rules and procedures which every person needs to follow (Buckler, 2017). This theory is
totally different from others as it looks and takes society into consideration while forming rules.
CONCLUSION
The essay based on case study which focuses on privacy protection of people using
ethical values and norms depicts various ethical practices. It takes four specific ethical theories to
safeguard the interest and personal data of general public. It emphasizes on bringing major
changes so as to protect people from cyber threats thereby maintaining peace all over. It is truly
recommended to implement such policies and procedures by tech proven companies so as to
control the privacy violation and irregularity of operations. Another aspect which relates to
ethical working of organization is to integrate corporate social responsibility which will protect
the environment as well as needs and desires of people in a more rational way.
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REFERENCES
Books and Journals
Buckler, S. (2017). Imagined Communities Incorporated: Corporate Social Responsibility and
Value Creation in a Globalised World. In Corporate Social Responsibility pp. 3-22.
Springer, Cham.
Christensen, A. M. S. (2018). What Is Ethical Cannot be Taught’–Understanding Moral
Theories as Descriptions of Moral Grammar. Routledge.
Ewest, T. (2018). The Challenges Within Ethical Leadership Theories. In Prosocial Leadership
(pp. 23-42). Palgrave Macmillan, New York.
Grayson, D. and Hodges, A. (2017). Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Husted, B. W. and Filho, J. M., 2017. The impact of sustainability governance, country
stakeholder orientation, and country risk on environmental, social, and governance
performance. Journal of cleaner production. 155. pp.93-102.
Kara, H. (2017). Research Ethics-Ethical Theories. Routledge.
Schwartz, M.S. (2017). Corporate social responsibility. Routledge.
Online
Corporate Social Responsibility. (2016). [Online]. Available through:
<https://www.iilsindia.com/blogs/2016/01/19/corporate-social-responsibility/>.
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