How the Cookie Crumbles

by Nataleigh Long

No matter what digital service you attempt to use, the chances of there being a Terms of Service Agreement or Privacy Policy present are almost guaranteed. But who takes the time to read those long-winded, confusing, and seemingly useless contracts before clicking “agree” and moving on? In a society like today’s, where individuals expect nothing less than instantaneous results, it only seems reasonable that most internet users would simply bypass the hundreds of words standing between them and the latest app. According to the documentary Terms and Conditions May Apply, even if we all took the time to read these digital contracts, it would require 180 hours of reading per year per person. Therefore, it is likely that even the most diligent and detailed of people would not spare the time to read through the monstrosity of words before they ever clicked “agree.”

But what does this mean for us consumers?

What exactly are we all blindly agreeing to anyway?

Virtually all websites will pop up a small banner asking users to acknowledge the use of cookies, though these little pieces of internet data do not come with a complimentary glass of milk. Instead, cookies are left behind by websites to remember the user that was browsing. Such devices are useful when buying products online, because they allow websites to remember the items that were previously added to carts.

However, these cookies remember more than just the new set of headphones you decided to purchase from Amazon. Personal information such as your name, location, the sites you visited previously, and items you have looked at or purchased in the past are all remembered by these cookies.

Sites and companies are able to use such information to build personalized user profiles for individuals that use their services. This, in turn, means that marketers with access to such information are able to advertise more effectively to their consumers by targeting ads based on their previous online interactions. While this may seem harmless, what becomes concerning is exactly who has access to these digital profiles we unknowingly build online.

Returning back to the notion of Terms and Conditions and cookie warnings sent out by websites and online services, let us look at Google’s policy on cookies. According to the documentary Terms and Conditions May Apply, the 2000 privacy policy in place for Google users stated that the cookies used by the browser could not identify individuals, but instead just identified their individual computers. However, the 2001 policy for Google changed this by stating that their cookies could indeed identify individuals and be used to disclose personal information to third parties under legal conditions.

This idea of cookies being used to disclose personal information to third parties is where things become more concerning. Based on research and findings of individuals, such as the creators of Do Not Track, it is clear that all major websites have cookies from their own site and third parties that follow individuals as they surf cyberspace. These sites are then able to use the personal information and data they collect and sell it to third-party companies willing to pay. These third parties include companies, marketers, and even government organizations.

Therefore, if so many people are able to access the information we possess on the internet, is it possible to remain a private person? With cookies leaving digital breadcrumbs wherever we travel, building personalized user profiles, we have little control over the building. With this information being sold off to companies and accessed by government agencies, it is easy to believe that privacy is dead. Furthermore, it is difficult to escape such policies considering companies can change their Terms and Services whenever they please, similar to the change Google made between 2000 and 2001. Such changes will likely go unnoticed by users as well, since many do not read before clicking aimlessly on the “agree” button.

Therefore, it is important for users to remain aware. While it is impossible to expect everyone to spend 180 hours reading through countless digital contracts before ever engaging with the Internet, it may be possible to implement change within the regulations and writings of such contracts.

Nataleigh Long is a Junior Digital Media Arts major from Monticello, GA. After graduation, she is considering either graduate school or a job in graphic design, animation or film production. She has most enjoyed the creative opportunities provided by the departments as well as the relationships she has formed with faculty and peers within the departments. She also feels that her academic abilities have been stretched and expanded within this major, and she looks forward to being challenged more in the future.