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This paper aims to present arguments about how a complex concept of privacy labeling can be a solution to the current state of privacy.

The authors give a precise definition of Privacy Labeling (PL), painting a panoptic portrait from seven different perspectives: Business, Legal, Regulatory, Usability and Human Factors, Educative, Technological and Multidisciplinary. They describe a common vision, proposing several important “traits of character” of PL as well as identifying “undeveloped potentialities”, i.e. open problems on which the community can focus.

This position paper identifies the stakeholders of the PL and their needs with regard to privacy, describing how PL should be and look like to address these needs. Main aspects considered are the PL’s educational power to change people’s knowledge of privacy, tools useful for constructing PL and the possible visual appearances of PL. They also identify how the present landscape of privacy certifications could be improved by PL.

The authors adopt a multidisciplinary approach to defining PL as well as give guidelines in the form of goals, characteristics, open problems, starting points and a roadmap for creating the ideal PL.

Internet forms a popular forum for information exchange between consumers, while online marketing has opened a range of new facilities for companies to promote and sell their products. This article aims to find out if consumer power has increased as a result of comparison websites and access to more information, or whether it has decreased because of unreliable companies and websites that misuse identity concealing features of the Internet. Main question is whether the autonomy of consumers, and therewith the position of power against producers, is restricted by advertisement techniques from producers who are using the Internet, and if there are causes for concern. Attention will be paid to current legislation on consumer protection and on unfair commercial practices, and implications of online shopping are discussed. Methods such as ‘markufacturing’ and comparison websites are discussed explicitly. Some focus points are provided as a first onset to further regulation in order to retain fair power positions between producers and consumers.