Ethical IT Innovation

52 ◾ Ethical IT Innovation

information should be provided to users in such a way that it

can actually be understood by them, according to the prin-

ciple of comprehension.

e second activity required for consent is to actually

obtain it. People need to give their consent freely and vol-

untarily. ey need to be able to exercise a real choice and

there should be no risk of deception, intimidation, coer-

cion, or any other negative consequences if he or she does

not consent. Friedman outlines that opportunities to accept

or decline one’s personal data usage should be visible and

readily accessible. e European Article 29 Working Party

on Data Protection ...