Rowe, Brendan

Online behavioural advertising (OBA) is an advertising technique which relies on collected customer information and online activity to serve people with more relevant ads. On November 16th, 2013, Bell Canada launched their first OBA program via Bell Mobility: the Bell Targeted Ads Program, or BTAP. My thesis provides an ethical analysis of BTAP and shows that Bell undermined and violated customer privacy, stifled customer autonomy, and harmed customer identity. Relevant moral problems include typification, a disrespecting of customer autonomy, and identity commodification.

I show that BTAP was unethical by grounding my arguments within the moral framework of Information Ethics (IE). IE is an ethical system which focuses on the role of information in the ethical dilemmas. IE also justifies the self-constitutive theory of privacy (SCP) which argues that our information and privacy are entangled with our identities. This gives us strong reason to defend our privacy/identity within BTAP.

After making several arguments which demonstrate that BTAP was unethical, I will then turn my attention to showing how it is possible to rectify and mitigate many of BTAP's ethical problems by installing a two-stage opt-in (TSOI) which provides customers with a greater deal of autonomy, and the ability to remove themselves from BTAP.

Author Keywords: Bell Canada, Ethics, Identity, Online Behavioural Advertising, Privacy, Targeted Advertising