On the 25th Day of May, 2018, when the EU General Data Protection Regulation (GDPR) went into effect with the promise of defending EU citizens' inalienable right to control their personal information, I was sitting at the Boot Pub in London and christening this new era, having a pint, and reflecting on the impact of what this actually means.
For the past several decades, the information era has been chugging along as an ever accelerating hockey stick of technological growth and behavioral transformation, segregating generations and perpetuating the belief that immediate access and connections with friends, has far outweighed the details about any rights that an individual would have to agree to and give up in order to make that convenience-laden lifestyle possible. and, as always, the devil is in the details.
We all wanted to be on Facebook to collectively share our experiences, opinions and photos and instantly log into sites using Facebook Connect so we wouldn't have to sign up every time we decided to create a new site account. So, we just clicked "Agree" on their Terms and Conditions without ever reading them. We trusted Facebook. And they gave away our data out the back door, opening up our private information to any developer who wanted access to it, so that Facebook could increase adoption and grow faster, which they did. They gained, we didn't.
And we've trusted Google. Clicking "Agree" on their ever-updating Terms, which included their ability to track each and everything you do aka surveillance-style spying. Not so shocking that this past week Google removed the words "Don't be evil" from their original company manual, perhaps as directed by their lawyers. Yeah. That's kind of big.
And, we "sorta", "kinda" trusted Ad-tech, as so many of our friends or friends of friends were getting jobs within that industry, or industries that were benefitting from Ad-tech. But, as the media has informed us, they too have been selling data out the back door.
Cut to April 14, 2016, GDPR was approved.
Since then, a variety of technology companies have been rolling out their "GDPR solutions" for brands and companies promising them that by using their platforms they will be GDPR ready and compliant with the regulations, which could impose stiff fines.
Unfortunately, based on the research we have done, every last one of those solutions were designed from the vantage point of the company—and how it would benefit them—and not from the perspective of the individual, making an easy way for the individual to manage their data permissions across all brands and systems.
In the current field, there are a number of siloed solutions offered by tech companies, and an even larger number of in-house efforts. For every one of those, the companies are collectively putting the heavy lifting on the individual, imposing a burden on each person to invest their time to configure their preferences on each of their systems. And, if the individual wanted to see the cumulative information they have granted, across all of those separate systems, they would have to download their information from each brand's database and compare that in some way on their own. Yeah. Like that's going to happen.
This method of downloading and uploading is what the tech solution providers say makes the data "portable" between systems, which technically makes them compliant under GDPR. But, what about the individual? Is a person going to do all that work? Of course not.
Isn't the promise of technology to save people time so they can reap the rewards?
JLINC.com has built a new distributed platform based on an open protocol that is effectively a new layer on the Internet, one that is fully interoperable, extensible and can easily integrate into any system. Once a brand creates an account on JLINC — which can takes as little as 5 minutes — each person will be able to control their data on that brand's platform — and ultimately any other JLINC enabled platform, including currently siloed ones, by simply toggling their personal preferences, from any device or computer.
It's worth mentioning that the set-up process for the individual to register and on-board with the first brand using JLINC takes less than 3 minutes. In addition, once a person has registered they can apply the same settings across all the brands they trust in as little as three clicks. Way more convenient for the individual.
Users have a quality experience while making it easy for their favorite brands to be accountable by using this "universal remote control" to set their preferences and permissions to exercise their rights.
I invite your thoughts, participation and willingness to share this news. Please sign up for the JLINC Beta for when it goes live at https://www.jlinc.me