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谷歌隱私廣告攻勢(shì)效法網(wǎng)絡(luò)盜版法抗議活動(dòng)

谷歌隱私廣告攻勢(shì)效法網(wǎng)絡(luò)盜版法抗議活動(dòng)

Dan Mitchell 2012-03-06
谷歌希望通過(guò)“Good to Know”宣導(dǎo)廣告,將這場(chǎng)辯論從法律界和政界延伸到公眾領(lǐng)域。鑒于反對(duì)之聲依然高漲,很難判斷這組廣告到底能起到多大作用。

????上周四,谷歌公司(Google)開始執(zhí)行其頗具爭(zhēng)議的全新隱私條款。依據(jù)該政策,谷歌將在前所未有的范圍內(nèi),匯總用戶在谷歌搜索、Gmail、Google+、Picasa、谷歌地圖等各項(xiàng)服務(wù)上進(jìn)行的在線活動(dòng)所搜集的數(shù)據(jù),從而根據(jù)用戶的興趣,更準(zhǔn)確地對(duì)廣告進(jìn)行定位。

????當(dāng)然,對(duì)此肯定存在大量反對(duì)的聲音。但是,谷歌名為Good to Know的廣告宣傳活動(dòng)至少在某種程度上減輕了反對(duì)意見(jiàn)產(chǎn)生的影響。廣告采用了富有童趣的素描畫來(lái)闡釋、推廣新政策。“在線隱私從未如此楚楚可憐,”《廣告時(shí)代》(Advertising Age)報(bào)道說(shuō)

????也許,更確切地說(shuō),“侵犯隱私”從未像現(xiàn)在這樣楚楚可憐。說(shuō)到底,谷歌此舉極具爭(zhēng)議,而且很可能惹麻煩上身,谷歌的廣告只是在竭力為它戴上一副盡可能討人喜歡的面具。但是,廣告盡可能地避開了律師、各種利益集團(tuán)和政客等群體,而是直接面向用戶,從這點(diǎn)上來(lái)說(shuō),它可謂別出心裁。

????谷歌Good to Know廣告的推出時(shí)間在禁止網(wǎng)絡(luò)盜版法(SOPA)抗議運(yùn)動(dòng)達(dá)到高潮之前。當(dāng)時(shí),網(wǎng)絡(luò)用戶與商界共同發(fā)動(dòng)的在線抗議活動(dòng)甚至引發(fā)了斷網(wǎng)和其他一些抗議行為,并進(jìn)而導(dǎo)致反盜版立法案最終被束之高閣,抗議活動(dòng)由此達(dá)到了頂峰。谷歌當(dāng)時(shí)也參與了抗議活動(dòng),但只是在網(wǎng)站上發(fā)表了簡(jiǎn)短的聲明,以示反對(duì)。但是,該公司一定為抗議活動(dòng)的成功而感到欣慰不已,因?yàn)樗峁┑淖C據(jù)顯示,很多時(shí)候,直接面向公眾的公共活動(dòng)往往收效極為顯著。

????當(dāng)然,這是一把雙刃劍。許多人認(rèn)為,谷歌的新政策與禁止網(wǎng)絡(luò)盜版法沒(méi)什么兩樣,都可謂嚴(yán)重傷害互聯(lián)網(wǎng)用戶利益的咒語(yǔ)。有些反對(duì)禁止網(wǎng)絡(luò)盜版法的組織及個(gè)人同樣反對(duì)谷歌的新政策。但是,如果此類“論戰(zhàn)”越來(lái)越公開化,它仍要遠(yuǎn)勝于只在國(guó)會(huì)、法庭、或者律師事務(wù)所里“開戰(zhàn)”,因?yàn)樵诘诙N情況下,人們關(guān)注得更多的是一己私利,而不是公眾的利益。

????譯者:大海

????Google (GOOG) today implemented its controversial new privacy policy, which ties together more than ever before data gathered from users' online activities across all of its properties -- search, Gmail, Google Plus, Picasa, Google Maps, etc. -- to better target ads based on users' interests.

????There is plenty of blowback, of course. But that might have been mitigated, at least somewhat, by Google's ad campaign, "Good to Know," which comprises cute line drawings to explain and promote the new policy. "Online privacy has never looked more cuddly," decided Advertising Age.

????Or maybe privacy intrusion has never looked more cuddly is a better way to put it. Google of course is putting the best possible face on what is, after all, a highly controversial, possibly troubling move. But the campaign might be unique in terms of taking such actions directly to the people, circumventing lawyers, interest groups and politicians to the extent possible.

????"Good to Know" was launched in Europe before the anti-SOPA campaign reached full volume, culminating in an online movement of people and companies that resulted in Web blackouts and other protests the led to the anti-piracy legislation's being shelved. Google took part, though only with a message on its site stating its opposition to the bill. But the company must have been pleased by the effort's success, since it offered further evidence that in many cases, direct-to-the-public publicity campaigns can be highly effective.

????Of course, that can work both ways, and for a lot of people, Google's new policy is a lot like SOPA in being anathema to the interests of Internet users. Some of the same groups and many of the same individuals that opposed SOPA also oppose this. But if such battles are increasingly fought in public, that might be a lot better than having them fought in Congress, the courts, or lawyer's offices, where interests other than the public interest are bound to hold more sway.

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