Is it true that mobile phones listen to conversations to show advertisements? Experts explain

Unlike conspiracy theories, the reality is that companies are not recording our conversations or constantly listening to what we say on our devices. In fact, we are talking about statistics and collecting a lot of data, not audio conversations. This data is not collected without users’ permission. It’s quite the opposite: users themselves give permission (by clicking and accepting consent terms and privacy policies) for applications and other connected services to access various sensors that collect location data, contact lists, and other data necessary to provide services over the Internet.

First, it is important to clarify that collecting all audio recordings from a mobile phone is not economically feasible. If audio processing were centralized in the cloud, mobile data consumption would be so high that the user would notice it. Alternatively, if the processing took place on the device itself, the battery would quickly drain, which would also be easy to notice by the device heating up.

“So how do companies collect data? They focus on metadata and behavior patterns. Imagine going to a friend’s house and talking about a cell phone brand. The location already indicates that you were there, and if your friend later searches for that brand, it’s a sign that you too are a target for that advertising.”explains director Caio Gomes.

By analyzing these correlations, technology companies create advertising scenarios that influence us every day. However, it is critical to acknowledge the role confirmation bias plays in our perceptions of these practices. Every day we are bombarded with hundreds, if not thousands of advertisements, most of which we ignore. But when an ad is relevant to a recent conversation, it grabs our attention, creating the illusion that the targeting is more precise than it actually is. We tend to ignore the countless instances of advertising failure and focus only on the successes, which can distort our understanding of reality.

Taking all this into account, we can all be confident in the audio recording and listening capabilities that cell phones will perform. Targeting ads using your everyday data is not only more effective, it’s arguably more accurate and just as profitable. Of course, all this paranoia is justified: we are suspicious of what data is collected and why.

As has already been established by several research institutes and recognized by the World Economic Forum, of which Unico is a member, trust needs to be restored between people and institutions, including companies. To regain this trust, it is important to ensure transparency of personal data, which is the property of privacy (a human right recognized in the Brazilian constitution). After all, if it was easier for people to know what data is being used and for what purpose, the relationship between users and companies would be much healthier.

This is an advertiser’s way of assessing the popularity of products and their variations depending on age, gender, job and hobbies. “Virtual assistants such as Siri, Google Assistant or Alexa are installed on almost all devices and can select their users’ data for digital advertising – a method called retargeting. This happens using internet cookies. These cookies are small pieces of data that websites ask you to store while you browse. They are also everywhere, even on our mobile phones. However, websites always ask permission to use these cookies to provide a more personalized experience.” – explains the researcher.

General Data Protection Law

Security weaknesses in platforms can also lead to content being collected without authorization and creating an enabling environment for cybercriminals. So, when it comes to your personal data, companies always need to provide clear and accessible information.

In Brazil, the use of this information was regulated with the adoption of the General Data Protection Law (LGPD). Data processing has evolved, requiring user authorization and transparency on the part of organizations regarding the use of this data, as well as sanctions applicable in case of misuse.

“Users concerned about their privacy should be aware of the terms and conditions of use. If the user agrees to the collection and use of his data, he has no reason to worry. This likely means that there is a trust relationship between the company and the user. However, this is not a typical situation. Currently, there is still a shroud of mystery surrounding how data is collected for service delivery, for what reason, and when. Transparency and security are critical for everyone involved. We as an industry have a responsibility to improve our privacy services.” Yasodara comments.

How can I avoid this?

Many apps and websites require certain information to support services such as WhatsApp or Instagram, which require access to cameras and microphones to perform certain functions. However, not all platforms need this. When in doubt, only allow access to necessary data.

“Making a purchase, registering on a website, liking or commenting on a photo on social media, even driving a car using GPS – all these actions and more are information we provide to provide services. It is important. Review the permissions of installed applications regularly. We must be mindful of our privacy when using, for example, applications developed by unknown companies or with questionable terms of use,” – explains the researcher.

It’s always a good idea to remember to always follow basic security tips such as: don’t share your account, don’t use standard or very simple passwords, and even use a VPN when necessary. They are important and must be followed. Another thing is to consult experts whenever in doubt, as the internet is full of conspiracy theories. When in doubt, it is worth reading the terms of use and asking the service provider directly what personal data is used, why, for how long and how. This is a fundamental right that you should exercise whenever you need it.

About Unico

Unico is a Brazilian digital identity company founded in 2007. It became a unicorn in August 2021 and has already received four rounds of investment, making it the second-largest SaaS company in Latin America in 2022. The company develops innovative solutions. to protect the identity of Brazilians in dealings with private companies. These include: facial biometrics for identity authentication, corporate education platforms, vehicle purchase and sale management and Top of Mind HR award-winning digital sign-in.

It has a presence in over 800 client companies, including the country’s largest private banks, retailers, fintechs, e-commerce businesses and industries. In 2022, Unico was named one of the most promising private companies of the year in the fifth edition of CB Insights’ annual Fintech 250 ranking and was included in the Exame Negócios em Expansão Ranking, which recognizes the Brazilian companies that have grown the most over the past year. . Unico is affiliated with the World Economic Forum, is part of the Digital Trust Working Group, and in 2023 became a signatory to the UN Global Compact, an initiative that provides guidelines for promoting sustainable growth and citizenship.

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