Why Apple and Google are moving away from the term ‘contact tracing’

Two weeks ago, Apple and Google announced a major joint project to combat the spread of the novel corona virus. Health authorities would build Contact tracking Apps for the technology giant’s mobile platforms that use signals from users’ phones to notify them when they are in contact with someone who has tested positive for COVID-19. Since then, however, Apple and Google have been checked and suppressed for the effects of such a system on data protection. Critics worry about the possibility of abuse or espionage.

To alleviate these concerns, the two companies unveiled a number of technical improvements on Friday to better protect privacy. However, the most important change may have been much simpler: the tools relate to “exposure notification” instead of “contact tracking”.

Apple and Google told reporters in a joint conference call that the new terminology was just a more detailed description of the project. The shift is somewhat renamed, but more than cosmetic. Omitting a term like “tracing”, which could have threatening connotations for surveillance, can do a great deal to get consumers to use the tools. The public perception of the project is particularly important as Tech companies are struggling with previous data protection scandals that has strengthened confidence in the industry.

Contact tracking existed long before Apple and Google decided to get involved. The practice is tried and tested in the world of public health and was used to monitor the spread of infectious diseases such as tuberculosis, measles and Ebola. (Other big names like the Massachusetts Institute of Technology are already involved in COVID-19 Efforts to track digital contacts.) But while Google and Apple are trying to get billions of people around the world to sign up for the tools, the meaning of the term could be lost or misinterpreted, said Tim Bajarin, president of creative strategies research firm.

“Words are important,” said Bajarin. “This term is used in the medical community, but it doesn’t necessarily mean slang.”

Apple and Google highlighted the importance of user trust on Friday. The two companies wanted people to understand that their devices were not used as location devices, but rather played a role in greater public health efforts. In order to better educate people, companies have released a list of frequently asked questions aimed at consumers. The basics of the project are explained, e.g. B. how the tools work, whether users can deactivate them and where the data is stored.

“Bad balance in terms of privacy”

The tech industry is already in the doghouse about privacy. Google is often criticized for its business model, which relies on user data collected through search engines, maps and other services so that advertisers can use their messages to target specific target groups. The search giant was also accused of being less than direct with its location data permissions and collecting the information when people thought they had turned the setting off.

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Apple has a much better reputation for privacy, but has also been criticized for how it handles user data. For example, Apple, Google, and Amazon all suffered a setback last year after admitting that they passed requests from their respective voice assistants to third parties to improve their respective natural language software efforts. Companies responded to the outcry by letting people delete their voice data.

All of these companies have also said over the years that they take privacy concerns seriously and that their data-related functions should improve the benefits of products to consumers.

The contact tracking project also prompted legislative review. Republican from Missouri, Senator Josh Hawley, said Google CEO Sundar Pichai and Apple CEO Tim Cook should be held personally responsible for the user data collected through the tools. Hawley particularly hit Google.

“Especially because of Google’s poor privacy policy, I fear that your project could pave the way for something much worse,” the senator wrote to Pichai and Cook earlier this week. “If you try to insure the public, make your participation in this project personal. Make a commitment that you and other executives will be personally liable if you stop protecting privacy, for example by accessing advertising companies after the pandemic ends grant the user interface. ”

Hawley added: “The Americans are right to be skeptical of this project.”