Ethics of online reputation, personal brand and privacy in cloud computing: protection of users against the right to forget

Authors

  • Pedro R. Palos-Sanchez Universidad de Extremadura - UEX
  • Rafael Robina Ramírez Universidad de Extremadura - UEX https://orcid.org/0000-0001-8546-8195
  • Luis Manuel Cerdá Suárez Universidad Internacional de La Rioja – UNIR

DOI:

https://doi.org/10.5195/biblios.2018.428

Keywords:

Cloud computing, ethics, Court of Justice of the European Union, Online reputation, Right to forget, Transparency

Abstract

Objective. This article has as main objective to analyze the current situation and the future previsions that can have the lack of privacy in the cloud or cloud computing. Deleting personal data that indexes the Google binder, such as removing a photo from Facebook, deleting a link from an unfortunate news or erasing the past on the network can be a task that we feel impossible. Those who pursue objectives as diverse as those mentioned unanimously invoke the "right to forget" based on plausible motivations.

Method. This study has contrasted the views of stakeholders, lawyers and experts in online reputation and personal brand communication, to reach a series of conclusions of great utility for experts, managers and users in general.

Results. The results show the lack of legal protection and the responsibility of the search engines in the ethical and, in some cases, legal violation of these rights.

Conclusions. Privacy is going to become the main dilemma for search engines. This conclusion comes from the controversies and the numerous denunciations that point to both the origin of the information and the tool. Normally, the tool is the search engine, which provides general access to data that interested parties would prefer to delete or forget.

Author Biographies

Pedro R. Palos-Sanchez, Universidad de Extremadura - UEX

Doctor en Economía de la Empresa por la Universidad de Sevilla y Profesor Asociado de Investigación de Mercados en el Departamento de Dirección de Empresas y Sociología, impartiendo docencia en la Facultad de Empresa, Finanzas y Turismo de la Universidad de Extremadura. Sus principales intereses de investigación son Economía digital, Emprendimiento y Management, siendo sus líneas de investigación Marketing Digital y Sistemas de Información.

Rafael Robina Ramírez, Universidad de Extremadura - UEX

Doctor en Economía por la Universidad de Extremadura y Profesor de Administración de Empresas en el Departamento de Dirección de Empresas y Sociología, impartiendo docencia en la Facultad de Empresa, Finanzas y Turismo de la Universidad de Extremadura. Sus principales intereses de investigación son Ética para los negocios y el turismo.

Luis Manuel Cerdá Suárez, Universidad Internacional de La Rioja – UNIR

Doctor en Economía por la Universidad Autónoma de Madrid. Profesor de Marketing en la Universidad Internacional de La Rioja (España). Su investigación actual se centra en Marketing público y sin fines de lucro, en áreas diversas del marketing y la investigación de mercados, la innovación educativa, el comercio minorista y electrónico, los centros comerciales y la revitalización comercial urbana.

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Published

2018-07-02

How to Cite

Palos-Sanchez, P. R., Robina Ramírez, R., & Cerdá Suárez, L. M. (2018). Ethics of online reputation, personal brand and privacy in cloud computing: protection of users against the right to forget. Biblios Journal of Librarianship and Information Science, (71), 17–31. https://doi.org/10.5195/biblios.2018.428

Issue

No. 71 (2018)

Section

Original

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