Welcome & Opening Remarks

2. Welcome & Opening Remarks Maureen K. Ohlhausen Commissioner Federal Trade Commission

3. Presentation on Usability Research Jennifer King University of California, Berkeley School of Information

4. Improving Disclosures and Privacy Policies Jennifer King UC Berkeley School of Information In Short: Advertising & Privacy Disclosures in a Digital World 5.30.2012

5. Human-computer interaction (HCI) – the study of how people interact with computers • Usability – “a quality attribute that assesses how easy user interfaces are to use” (Nielsen) • User-centered design – a structured product development methodology that involves users throughout all stages of development in order to create a Web site that meets users' needs (Usability.gov) FTC Disclosure Workshop - Jen King, UC Berkeley I-School

6. Can you spot the scissors? FTC Disclosure Workshop - Jen King, UC Berkeley I-School

7. Image credit: Jeff Johnson, “Designing With the Mind In Mind,” p.7. FTC Disclosure Workshop - Jen King, UC Berkeley I-School

8. Selective Attention Quiz: Did the toolbox contain a hammer? FTC Disclosure Workshop - Jen King, UC Berkeley I-School

9. Image credit: Jeff Johnson, “Designing With the Mind In Mind,” p.7. FTC Disclosure Workshop - Jen King, UC Berkeley I-School

10. Contextual notification (browser) Image source: http://uxdesign.smashingmagazine.com/2011/05/27/getting-started-with-defensive-web-design/ FTC Disclosure Workshop - Jen King, UC Berkeley I-School

11. Mobile contextual notification iOS location request prompt on the iPhone Image source: http://support.apple.com/kb/HT1975 FTC Disclosure Workshop - Jen King, UC Berkeley I-School

12. Visualizing online reading • Eyetracking heatmap shows areas of most focus (red) to least (blue) to none (grey) • “F” shaped pattern based on scanning navigation, list items, and menus • Users generally read about 25% of text on a page Image source: http://www.useit.com/eyetracking/; Findings: Nielsen, Useit.com FTC Disclosure Workshop - Jen King, UC Berkeley I-School

13. A privacy policy viewed on 1920 x 1080 resolution (23 in.) monitor • Long • Lacks visual hierarchy • No call to action • Requires college degree (or more) to decipher Source: http://www.apple.com/privacy/ (5/23/12) FTC Disclosure Workshop - Jen King, UC Berkeley I-School

14. View from the mobile browser Source: Yelp.com’s Privacy Policy viewed on an Android mobile browser FTC Disclosure Workshop - Jen King, UC Berkeley I-School

15. Redesign: Emphasizing visual clarity Source: Gregg Bernstein, http://www.iagreeto.org/cta-redesigns/ FTC Disclosure Workshop - Jen King, UC Berkeley I-School

16. Summarizing: Tabular approach Source: Standardizing Privacy Notices: An Online Study of the Nutrition Label Approach. Patrick Gage Kelley, Lucian Cesca, Joanna Bresee, and Lorrie Faith Cranor. CHI 2010. FTC Disclosure Workshop - Jen King, UC Berkeley I-School

17. Summarizing: Layered notices Source: Travis Pinnick, TRUSTe - http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/ FTC Disclosure Workshop - Jen King, UC Berkeley I-School

18. View from a mobile application Source: Twitter app for Android, Privacy Policy of May 16, 2012 FTC Disclosure Workshop - Jen King, UC Berkeley I-School

19. But keep scrolling . . . Source: Twitter app for Android, Privacy Policy of May 16, 2012 FTC Disclosure Workshop - Jen King, UC Berkeley I-School

20. Short notices for mobile Source: Travis Pinnick, TRUSTe - http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/ FTC Disclosure Workshop - Jen King, UC Berkeley I-School

21. Panel 1: Universal and Cross-Platform Advertising Disclosures • Steve DelBianco — NetChoice • Linda Goldstein — Promotion Marketing Association • Sally Greenberg — National Consumers League • Jennifer King — University of California, Berkeley School of Information • Paul L. Singer — Office of the Texas Attorney General • Svetlana N. Walker — The Clorox Company

26. Panel 1: Universal and Cross-Platform Advertising Disclosures • Steve DelBianco — NetChoice • Linda Goldstein — Promotion Marketing Association • Sally Greenberg — National Consumers League • Jennifer King — University of California, Berkeley School of Information • Paul L. Singer — Office of the Texas Attorney General • Svetlana N. Walker — The Clorox Company

30. Panel 1: Universal and Cross-Platform Advertising Disclosures • Steve DelBianco — NetChoice • Linda Goldstein — Promotion Marketing Association • Sally Greenberg — National Consumers League • Jennifer King — University of California, Berkeley School of Information • Paul L. Singer — Office of the Texas Attorney General • Svetlana N. Walker — The Clorox Company

31. Title Subtitle

32. Panel 2: Social Media Advertising Disclosures • Susan Cooper — Facebook, Inc. • Jim Dudukovich — Word of Mouth Marketing Association • Malcolm Faulds — Bzz Agent, Inc. • Stacey Ferguson — Blogalicious Community and Conferences • Susan Shook — The Procter & Gamble Company • Robert Weissman — Public Citizen

36. Panel 2: Social Media Advertising Disclosures • Susan Cooper — Facebook, Inc. • Jim Dudukovich — Word of Mouth Marketing Association • Malcolm Faulds — BzzAgent, Inc. • Stacey Ferguson — Blogalicious Community and Conferences • Susan Shook — The Procter & Gamble Company • Robert Weissman — Public Citizen

37. Example 1

38. Example 2

39. Example 3

40. Example 4

41. Example 5

42. Panel 2: Social Media Advertising Disclosures • Susan Cooper — Facebook, Inc. • Jim Dudukovich — Word of Mouth Marketing Association • Malcolm Faulds — Bzz Agent, Inc. • Stacey Ferguson — Blogalicious Community and Conferences • Susan Shook — The Procter & Gamble Company • Robert Weissman — Public Citizen

44. Panel 3: Mobile Advertising Disclosures • Anna Bager — Interactive Advertising Bureau • Michelle De Mooy — Consumer Action • Jim Halpert — Internet Commerce Coalition • Mark J. Odegard — Best Buy Co., Inc. • David Schellhase — Groupon, Inc. • Paul L. Singer — Office of the Texas Attorney General • Sheryl Ann Yamuder — Dunkin’ Brands, Inc.