Ethical Dilemma Case Study: Privacy Tipping Point in 2016 Analysis

This case study analyzes the ethical dilemma presented by the predicted 'tipping point' in privacy concerns in 2016, as forecasted by Forrester Research. The assignment examines the issue through the lens of four classical ethical theories: utilitarianism, deontology, virtue ethics, and the social contract theory. It explores how each theory applies to the challenges businesses face due to privacy issues, including the prioritization of privacy over convenience by consumers and the impact of regulatory oversight. The study highlights trends such as paying for fewer ads, ad blocking, and regulatory actions. The analysis further delves into specific actions by companies like Google and Apple, and governmental regulations. The assignment concludes with recommendations for addressing privacy concerns, including authentication and plugging information leaks.

Running head: ETHICAL DILEMMA
Case Study- Privacy will hit tipping point in 2016
Name of the Student
Name of the University
Author’s Note

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Introduction
Ethical dilemma is defined as a situation in which there is a choice that is required to be
made between two different options and none of the choices is helpful in resolving the situation
in an ethically accepted fashion (Lucas, Van & Maat, 2016). The assignment mainly focuses on
the case study “Privacy will hit tipping point in 2016” for undertaking research on the case from
the perspective of four different ethical theories that include deontology, virtue, utilitarianism
and contract.
In this assignment, proper research is undertaken on the case study in order to analyze the
ethical dilemma in context to the classical ethical theories. The paper also provides number of
recommendations that are quite helpful in resolving the problems associated with ethical
dilemma.
1. Four our classical ethical theories
1.1 About the case study
The paper focuses on the case study “privacy will hit tipping point in 2016” for
illustrating the ethical dilemma in context to privacy issues. It is identified that various concerns
about online privacy will generally helpful in reaching the tipping point in the year 2016 by
prompting various regulators so that they can crack down on companies as well as on consumers
for demanding greater protection as per the prediction of Forrester Research (Taylor, 2017).
The businesses are at risk from various attackers as well as regulatory oversight and it is
analyzed that businesses need to suffer much when the consumers of the business generally
prioritize privacy over convenience. The report by Forrester’s 2016 predicted number of trends
which include paying for very much less ads with appropriate privacy, blocking advertisement,

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proper regulatory wrath against different privacy violators, Mobile wallet for enhancing the data
collection as well as incubator for different types of privacy protections.
It is found that various internet companies are generally adopting different types of
fermium models so that they can capable to provide ad free subscription. Google is very much
aware about the changing landscape of privacy and thus it is proactively beta testing different
alternatives for monetizing the data of the user with the help of targeted ads. The contributor of
Google lets user to $2-10 per month so that they have to see fewer ads while they visit the
browser. It is pointed out by Khatiboo that facebook must also use the similar strategy that is
helpful in boosting the revenue of the organization (Taylor, 2017). The users of desktop and
laptop in U.S are utilizing ad blockers in their browsers for keeping themselves secure from
privacy related issues. The forester generally advises clients for re-examining the various
trackers and cookies that are deployed by the marketers. According to Khatibloo, publishers
must get paid for the content they provided but ad tech has become so must frustrating that is
affecting the user experience of publishers. Additionally in the year 2016, two different laws
were signed by California government and as per the law, proper warrant for the court is required
for accessing the electronic communication of an individual.
1.2 Utilitarianism
Utilitarianism is defined as one of the normative ethical theory that helps in placing the
locus of wrong and right solely on various outcomes of selecting one action over other policies
as well as actions (Van & Roeser, 2013). As per the theory, it is identified that in order to reduce
the challenges that business faces due to improper security, proper key predictions were made by
Forrester in the year 2016 that can be helpful in minimizing the security related challenges. It is

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found that the prediction that is made in the privacy report of 2012 include paying for less
number of ads as well as blocking ads for providing proper privacy, creating proper regulatory
wrath for different violators as well as California incubator for providing privacy related
protection.
1.3 Deontology
Deontology is defined as one of the classical ethical theory that assists in judging the
morality of an action based on some specific rules (Vinnari, Vinnari & Kupsala, 2017). It is
identified that the trends that was predicted by Forrester is found to be ethical as the trends are
helpful in maintaining privacy by minimizing the impact of security issues. It is identified that
Google proactively engage in beta testing alternatives for monetizing various types of data with
the help of targeted ads. Google contributors let the users to pay $2-10 per month so that they
have to confront with less devices as well as browsers (Taylor, 2017). Apple latest operating
system includes the feature of blocking for ads. Additionally European Union sets new data
protection act that would make the companies liable of 5% of their global revenue if they are
found violating security. This act is quite advantageous as they can minimize the issues o
security by providing proper privacy to the users.
1.4 Virtue
Virtue is defined as one of the approach that generally emphasizes a character of an
individual as one of the key element of ethical thinking rather about their consequences as well
as act (Rousseau, 2013). As per the theory, it is found that the act of European Union in the year
2016, leads Apple to pay $32.5 million of refund to the customers for settling federal trade
commission complaint that is charged on app purchase of the kids without consent of parents. In

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addition to this, AT&T paid around $25 million for settling investigation around the data
breaches. It is identified that the law created impact on the organizations.
1.5 Contract
Social contract theory is defined as a philosophy or political obligation that is generally
dependent on one of the contract or agreement among them from society in which they generally
live (Kotzin et al., 2016). According to the theory two laws were signed by the government of
California in the year 2016 and as per the theory the authorities generally needs warrant from
court in order access the electronic communication related information which will generally
toughen the data breach notification regulation. It is analyzed that the action that is taken by the
government of California generally reduces security related issues.
Conclusion and recommendations
It can be identified that there are number of security related problems that generally
affects privacy. It is identified that the businesses are at risk from various attackers as well as
regulatory oversight and it is analyzed that businesses need to suffer much when the consumers
of the business generally prioritize privacy over convenience. In order reduce the problem or
resolve the privacy related issue, Forrester’s 2016 predicted number of trends which include
paying for very much less ads with appropriate privacy, blocking advertisement, proper
regulatory wrath against different privacy violators, Mobile wallet for enhancing the data
collection as well as incubator for different types of privacy protections. Additionally numbers of
recommendations are also provided for resolving the issues as well as challenges related with
privacy. The recommendations include:

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Authentication: It is identified that password-cracking technology is considered quite
advanced, which creates number of security related issues. In order to resolve this type of issue
proper authentication is needed for securing information and data.
Plugging information leaks: Sensitive information generally flows from the
organization through instant messaging and email therefore proper security policies as well as
technologies must be utilized for restricting information leaks.

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