Towards Assured Informed Consent in Privacy Notice Design : An Eye Movement Detection Approach

Makame Makame, Ali Ismail Awad

Research output: Book/ReportCommissioned report


To be able to provide data collecting services to customers, service provides are required by law to design privacy policies and present their content to users as privacy notices that informs the user on privacy consequences and demonstrate that an explicit informed consent of the user has been collected before processing of the data. However, despite the increase in data collection by services and hence increase of privacy impact, yet privacy notices do not implement proper mechanisms that can assure that data subjects are well informed and their consent are provided with comprehension. The root of this problem is the fact that typically only theoretical description of what consent is and what it involves is offered by existing literature but no “practical” design guides are available for decision makers and practitioners on how to effectively integrate a targeted consent level in privacy notices. This thesis work addresses the need for explicit integration of consent in privacy notice designs by presenting the Extended Privacy Notice Design Space (XPNDS) construct that guides on explicitly incorporating different levels of consent in privacy notices. This thesis uses theories of eye movement in reading and technical references from computer vision for comprehension and attention determination to prove the feasibility of integrating higher level of consent in the design space that may guide to assured informed consent. The construct can be used by managers to communicate, practitioners to design, and regulators to analyze informed consent incorporation in privacy notice designs. Unlike most works available in the literature on consent which only provide theoretical opinion of what informed consent is, this work cast the conceptual consent guidelines in to a practical privacy notice design space to provide an XPNDS that guides to the practicality of achieving assured informed consent in privacy notices. It is the hope of the author that the XPNDS will be useful to both practitioners and academicians in incorporating informed consent in privacy notice designs to an assured level.
Original languageEnglish
Publication statusPublished - 2016
Externally publishedYes


  • Social Behaviour Law
  • Privacy Notice
  • Informed Consent
  • Privacy Notice Design Space
  • Design Science Research
  • Samhälls-
  • beteendevetenskap
  • juridik


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