User control of personal information concerning mobile-app: Notice and consent?

This paper discusses the practical value of the traditional privacy protection measure “notice and consent” in the mobile context. It analyses the weakness of this approach in the mobile context through a user survey and subsequent analysis. This paper will demonstrate, in the context of mobile commerce, the simple ‘notice and consent’ measure may not be a very useful measure to enhance control; moreover, shifting the burden of privacy protection to data subjects' self-control may not be sufficient for meaningful privacy protection in the era of Big Data. Given this reality, some new solutions, such as providing meaningful alternatives, use of more effective privacy protection software, and better design of warnings and nudges are suggested.