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Some presentation
1. Dealing with Pop-Dealing with Pop-
UpsUps
Kellen SchefterKellen Schefter
Melike AbaciogluMelike Abacioglu
2. Presentation OutlinePresentation Outline
Intro: Why talk about pop-ups?Intro: Why talk about pop-ups?
Background Info:Background Info:
Definitions, History & Financial ConcernsDefinitions, History & Financial Concerns
Ethical Discussion:Ethical Discussion:
Legal Discussion:Legal Discussion:
Policy Suggestions 1:Policy Suggestions 1:
Policy Suggestions 2:Policy Suggestions 2:
Guidelines for Individuals and BusinessesGuidelines for Individuals and Businesses
3. Intro: Why Pop-Ups?Intro: Why Pop-Ups?
The cumulative effect of massesThe cumulative effect of masses
experiencing this new type of frustrationexperiencing this new type of frustration
every day.every day.
Raise ethical questions at different levelsRaise ethical questions at different levels
Privacy, Autonomy, SovereigntyPrivacy, Autonomy, Sovereignty
It needs confrontation.It needs confrontation.
6. Ethical DiscussionEthical Discussion
There is something wrong:There is something wrong:
““If I were an average user, I probablyIf I were an average user, I probably
wouldn’t want [pop-ups] either.” sayswouldn’t want [pop-ups] either.” says
the Chief operating officer ofthe Chief operating officer of
SpecificMedia, an online advertisingSpecificMedia, an online advertising
firm that runs two networks of pop-firm that runs two networks of pop-
under ads.under ads. (Cassavoy Liane)(Cassavoy Liane)
7. Ethical DiscussionEthical Discussion
What is it so annoying about it?What is it so annoying about it?
““There are too many on the Web- wayThere are too many on the Web- way
too many,” and he adds, “When we firsttoo many,” and he adds, “When we first
started, it was supposed to be one userstarted, it was supposed to be one user
per day."per day."
Anarchic nature of InternetAnarchic nature of Internet
Tolerability justifying ethicacyTolerability justifying ethicacy
8. Ethical DiscussionEthical Discussion
With the development of the pop-up advertisingWith the development of the pop-up advertising
the banner ads are no longer claimed to be asthe banner ads are no longer claimed to be as
intrusive.intrusive.
One user reacts to the ad automatically playingOne user reacts to the ad automatically playing
audio says, "If anything can be worse thanaudio says, "If anything can be worse than
pop-ups, this is it. I hate this ad. Hate hatepop-ups, this is it. I hate this ad. Hate hate
hate" (Nielsen, Jakob).hate" (Nielsen, Jakob).
Differences in Speed: Human ReactionDifferences in Speed: Human Reaction
Threshold vs. Development of TechnologyThreshold vs. Development of Technology
10. Ethical DiscussionEthical Discussion
Second AnalysisSecond Analysis
““You people should be ashamed of yourself! I did notYou people should be ashamed of yourself! I did not
ask to have 3 pop ups come across my screen when Iask to have 3 pop ups come across my screen when I
visit you. I do not visit singles sites, and I don’t want tovisit you. I do not visit singles sites, and I don’t want to
add 4 inches to my penis. As a matter of fact, I do notadd 4 inches to my penis. As a matter of fact, I do not
use any of the services that pop up on my screen. Iuse any of the services that pop up on my screen. I
think it is disgusting that you money hungry bastardsthink it is disgusting that you money hungry bastards
have infringed on my computer for your own selfishhave infringed on my computer for your own selfish
gain. From this moment on, I am boycotting you, and Igain. From this moment on, I am boycotting you, and I
am advising EVERYONE I know to do the same thing.am advising EVERYONE I know to do the same thing.
Down with you and your pop-up ads.”Down with you and your pop-up ads.”
Different types of ethical questions that pop-up adsDifferent types of ethical questions that pop-up ads
raise.raise.
11. Ethical DiscussionEthical Discussion
First AnalysisFirst Analysis
Advertising of non-beneficial or harmfulAdvertising of non-beneficial or harmful
productsproducts
Deception on two levels:Deception on two levels:
SpywareSpyware
Visual Tricks beyond Usual AdvertisingVisual Tricks beyond Usual Advertising
Intrusive nature of pop-upsIntrusive nature of pop-ups
12. Ethical DiscussionEthical Discussion
Second AnalysisSecond Analysis
Intrusive nature of pop-upsIntrusive nature of pop-ups
Disempowerment of the customerDisempowerment of the customer
They undermine the consciousness,They undermine the consciousness,
the autonomy, security of the userthe autonomy, security of the user
Reallocation of financial and non-Reallocation of financial and non-
financial costs onto the customerfinancial costs onto the customer
13. Ethical DiscussionEthical Discussion
Second AnalysisSecond Analysis
The terms of access are no longer determinedThe terms of access are no longer determined
by the customers, which in turn threatens theby the customers, which in turn threatens the
privacy and the autonomy of the individualprivacy and the autonomy of the individual
Internet user.Internet user.
"There is no more privacy. Get over it!" CEO of"There is no more privacy. Get over it!" CEO of
Sun Microsystems, Scott Mc NealySun Microsystems, Scott Mc Nealy
What to do?What to do?
16. What to do?What to do?
Policy Suggestions 1Policy Suggestions 1
A Federal Law is needed
Better deterrent
Gives voice to the people
Baseline standards
European Commission
Cooperation with industry
Consumer Education
17. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
INDIVIDUALS:INDIVIDUALS:
Never click inside a pop up window.Never click inside a pop up window.
Clean your computer with a reputableClean your computer with a reputable
anti spyware program.anti spyware program.
Use a pop-up blocker with a white pagesUse a pop-up blocker with a white pages
function.function.
18. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
BUSINESSESBUSINESSES
Failure to incorporate customerFailure to incorporate customer
experienceexperience
CTR does not mean salesCTR does not mean sales
Reputation of the brand, advertiser andReputation of the brand, advertiser and
the company hosting advertisementthe company hosting advertisement
19. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
E-ETHICS:E-ETHICS:
Ethical interactivity between theEthical interactivity between the
businesses and the individual users hasbusinesses and the individual users has
to be increased, be more personalizedto be increased, be more personalized
and transparent.and transparent.
20. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
Guidelines:Guidelines:
21. What to do?What to do?
Policy SuggestionsPolicy Suggestions
Guidelines:Guidelines:
22. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
Design Element: Users AnsweringDesign Element: Users Answering
"Very Negatively” or “ Negatively”, Jacob Nielsen"Very Negatively” or “ Negatively”, Jacob Nielsen
Pops-up in front of your window95%Pops-up in front of your window95%
Loads slowly94%Loads slowly94%
Tries to trick you into clicking on it 94%Tries to trick you into clicking on it 94%
Does not have a "Close" button93%Does not have a "Close" button93%
Covers what you are trying to see93%Covers what you are trying to see93%
Doesn't say what it is for92%Doesn't say what it is for92%
Moves content around92%Moves content around92%
Occupies most of the page90%Occupies most of the page90%
Blinks on and off87%Blinks on and off87%
Floats across the screen79%Floats across the screen79%
Automatically plays sound79%Automatically plays sound79%
23. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
Jacob Nielsen’s Study vs. Thou Shall Not Lie!Jacob Nielsen’s Study vs. Thou Shall Not Lie!
Indicate what will happen if people click onIndicate what will happen if people click on
them,them,
Relate to what people are doing online,Relate to what people are doing online,
Identify themselves as advertisements,Identify themselves as advertisements,
Present information about what they arePresent information about what they are
advertising, andadvertising, and
Provide additional information without having toProvide additional information without having to
leave the page.leave the page.
24. Policy SuggestionsPolicy Suggestions
Education of Individuals and BusinessesEducation of Individuals and Businesses
Adoption of E-EthicsAdoption of E-Ethics
Third Party Baseline RegulationsThird Party Baseline Regulations
25. SourcesSources
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p_26 _per_cent_18172920.html>.p_26 _per_cent_18172920.html>.
Brain , Marshall . "How Web Advertising Works." How Stuff Works. 09 JunBrain , Marshall . "How Web Advertising Works." How Stuff Works. 09 Jun
2007 <http://computer.howstuffworks.com/web-advertising.htm/printable>.2007 <http://computer.howstuffworks.com/web-advertising.htm/printable>.
Cassavoy, Liane. "Bye-Bye, Pop-Ups. Hello...?." PC World 08 Mar 2004Cassavoy, Liane. "Bye-Bye, Pop-Ups. Hello...?." PC World 08 Mar 2004
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law-part 3." Micro, IEEE 24(2004): 6, 70-72.law-part 3." Micro, IEEE 24(2004): 6, 70-72.
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26. Sources:Sources:
"Advertising.com Settles FTC Adware Charges." Federal Trade"Advertising.com Settles FTC Adware Charges." Federal Trade
Commission. 03 Aug 2005. 08 Jun 2007Commission. 03 Aug 2005. 08 Jun 2007
<http://www.ftc.gov/opa/2005/08/spyblast.shtm>.<http://www.ftc.gov/opa/2005/08/spyblast.shtm>.
"Zango, Inc. Settles FTC Charges." Federal Trade Commission. 03 Nov"Zango, Inc. Settles FTC Charges." Federal Trade Commission. 03 Nov
2006. 08 Jun 2007 <http://www.ftc.gov/opa/2006/11/zango.shtm>.2006. 08 Jun 2007 <http://www.ftc.gov/opa/2006/11/zango.shtm>.
"Tougher anti-spyware legislation gets US approval." PC Pro. 07 June"Tougher anti-spyware legislation gets US approval." PC Pro. 07 June
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antispyware-legislation-gets-us- approval.html>.antispyware-legislation-gets-us- approval.html>.
"On Fighting spam, spyware, and malicious software." Commission of the"On Fighting spam, spyware, and malicious software." Commission of the
European Communities COM 68815 Dec 2006 1-12. 11 June 2007European Communities COM 68815 Dec 2006 1-12. 11 June 2007
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