Protection of privacy: How to switch off tracking on your smartphone!

Protection of privacy: How to switch off tracking on your smartphone!

In today's digital world, the topic of tracking is omnipresent. Smartphone users in particular are affected by the associated data protection questions. Activated tracking on iPhones requires that each app individually catches up with the permission to collect data, which has a significant impact on user -friendliness and data protection. Apps can link usage data to a device identification number to create personalized advertising. On Android devices, this identifier number is referred to as the advertising ID, while it is known on iOS devices as an identifier for advertisers (IDFA or adid). Users have the option of switching off these IDs in order to prevent the creation of user profiles by app providers. tz.de reports that it is important to deactivate the advertising ID or IDFA to safeguard your own data protection.

For Android users there are specific instructions to delete or reset the advertising ID. You can get to "Google/All Services/Advertising" via the settings and can delete the advertising ID there or assign a new advertising ID. Under iOS, the process is similar, where users find the option, under "Data protection and security/tracking" the controller at "Apps allow to request tracking" to push the left to deactivate tracking. Even with activated tracking, app providers under iOS are obliged to request permission to collect data individually. In addition, the location entry should only be activated if it is actually needed to effectively protect privacy.

tracking methods and data protection problems

A comprehensive overview of the possibilities of tracking shows that tracking includes the recording and evaluation of user behavior on the Internet. The common tracking methods include tracking, in which brands are analyzed in social networks, as well as event tracking, which examines specific interactions on websites or in apps. Well-known methods for recording the user interactions are also eye or mouse tracking. drd-datenschutz.de also describes techniques such as WLAN-tracking that analyzes the movements of users in shops, and cross device tracking, which users identify across devices.

The associated data protection problems should not be underestimated. Tracking intervenes in the rights of users and usually requires their express consent. With increasing awareness of data protection issues, users show less and less willingness to provide their data. Companies often try to maintain the anonymity of the users, but this is legally controversial and requires careful implementation. This is often done by measures for anonymization and risk analyzes.

Current fine procedures

The difficulties in the field of tracking and data protection have led to current fine procedures. Among other things, the focus is on Google and Apple because they are accused of carrying out tracking by advertising ID without the necessary consent. In a further case, the Belgian data protection authority determined violations of the GDPR and imposed a fine of 250,000 euros against the IAB Transparency & Consent Framework. Google and Amazon were also confronted with fines of 100 million euros and 35 million euros due to inadequate consent and non-transparent cookie banners.

The digital advertising industry faces major challenges, since tracking in marketing is increasingly restricted by data protection regulations. This not only leads to a awareness of data protection, but also to higher fines for companies that fail to respect the rights of users. These developments make it clear that responsible use of user data is essential.