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Googles Street View privacy breach damaging to user confidence in the brand

Jack Adams | Nov. 9, 2010
The general consensus is that the UKs Information Commissioner's Office has been very lenient over Google's data collection. But has Google really escaped lightly?

Google has escaped a fine for collecting personal data - including email addresses and passwords - being used in UK public Wi-Fi spots. Despite labelling the act as a "significant breach" of the Data Protection Act that was "not fair or lawful," the UKs Information Commissioner's Office (ICO), has simply requested that Google delete the offending data and given the search giant nine months to review its privacy practices.

The general consensus is that the ICO has been very lenient over this its probe has been labelled lily-livered by Tory Member of Parliament (MP) Robert Halfon. But has Google really escaped lightly?

In direct monetary terms it seems certainly Google has got off lightly (in the UK at least - investigations in other nations are ongoing). However, there cant be any denying that some extent of damage has been done to users confidence in the brand and its squeaky-clean image, built around the companys dont be evil motto. Indeed, as much has been admitted by Amy Whitten, Googles new Director of Privacy for the Engineering and Product divisions. "We're very aware that our business is based on the trust of users and if damaged [then] that's the worst thing we could do."

This damage has been compounded by the widespread national news coverage of the privacy breaches, especially with the matter being discussed in UK parliament. Even in general conversations, one slightly less-than-tech-savvy individual expressed reservations over Google, asking whether this breach means they should discontinue internet banking in fear of online fraud, demonstrating just how this news has pervaded the general public. The question though is whether this has put the respective individual off searching with Google? Will they now switch to a competitor Bing, perhaps?

The damage to Googles brand perception is substantial, but the impact of this for search engine marketing is likely not with Google near monopolising UK search (93% market share at present, according to StatCounter) and to google being a verb officially listed in the Oxford English Dictionary since 2006, the awareness of competitors seems too low for many of Googles users to really take action against the search giant. Despite Bings above the line marketing push, many still arent aware of the service.

Given this, the UKs traditional focus on Google for search engine marketing looks set to continue for the meantime. However, with this story looking likely to remain in the news for the near future with further developments into this investigation, forthcoming worldwide sanctions against Google and MPs seeking to leverage to publics concern for political gain an astutely timed and focused marketing push from Bing could still have an impact on the search landscape in the UK.


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