Google’s updates to its Terms of Service have been made the rounds of the Internet last week. The particular bit that caught people’s attention was about something called “Shared Endorsements”. What are shared endorsements? From Google’s announcement:
Feedback from people you know can save you time and improve results for you and your friends across all Google services, including Search, Maps, Play and in advertising. For example, your friends might see that you rated an album 4 stars on the band’s Google Play page. And the +1 you gave your favorite local bakery could be included in an ad that the bakery runs through Google. We call these recommendations shared endorsements and you can learn more about them here.
Essentially, if you +1 a particular product, or write a review, then Google can use your name and picture when it displays ads related to that product. This move has understandably ruffled some feathers and merited a piece in the New York Times. John Gruber says that he is “looking forward to hearing from Google fans how this is acceptable” (as if Apple would do anything different if they had a social network).
Personally, I don’t consider this to be a violation of privacy. I consider social networks to essentially be public spaces. For me, that means I rarely upload personal photos and whatever text I post I would be willing to put on a public blog. Now, I would be peeved if Google took a negative review I wrote about a product and turned it into an endorsement. The examples show that Google shows a snippet of whatever review I write and a star rating. I would prefer there be some textual analysis happening to make sure that reviews are actually positive before using them as an endorsement. Since I don’t see any sign of that happening, I’ve decided to opt out. To be clear, my objection is not to Google using my reviews to sell products — I simply want to know that they use them accurately.
I do wish that we had an enforceable expectation of privacy in social networks, but by and large, we don’t. As users of Facebook, Google+ or any other social network we should be aware that their purpose is to make money for their shareholders. Without a payment option, it would be naive of us to expect that our data would not be monetized in every conceivable fashion.
For what it’s worth, I think Google has handled this move in the proper way. They made a public announcement and detailed in clear, unambiguous language what their plans were. They also provide a clear option to turn off Shared Endorsements. The opt-out page reiterates what Shared Endorsements are and provides a single clear checkbox. In contrast, Facebook has been doing essentially the same form of endorsement for a long time now and I don’t remember seeing a public announcement when they started. Their privacy settings are also infamous for being confusing and hard to navigate.
I would love for there to be a social network that’s free of advertisements and whose goal isn’t to data-mine and sell my data the first chance they get. In absence of such a network, it’s up to us, the users, to make the best of what’s available. I do like the utility that these services provide and I am willing to let them have certain information in order to continue providing that service. However I also make sure that I opt out of measures that I don’t want to be a part of. I don’t think Google+ has done the best job of building a social network (see the debacles relating to real names and identities), but this particular move has been better handled than most.