Press release: “With public concern over online fraud, new research, funded by the Economic and Social Research Council, has revealed that internet users will reveal more personal information online if they believe they can trust the organisation that requests the information. ‘Even people who have previously demonstrated a high level of caution regarding online privacy will accept losses to their privacy if they trust the recipient of their personal information’ says Dr Adam Joinson, who led the study. The findings of the study are vital for those aiming to create online services that pose a potential privacy threat, such as Government agencies involved in developing ID cards. The project found that even those people who declared themselves unconcerned about privacy would soon become opposed to ID cards if the way that they were asked for information made them feel that their privacy was threatened…56 percent of internet users stated that they have concerns about privacy when they are online. The central issue was whether websites were seen as particularly trustworthy – or untrustworthy – causing users to alter their behaviour. When a website is designed to look trustworthy, people are willing to accept privacy violations. But, the same actions by an untrustworthy site leads to people behaving in a much more guarded manner.”

• Privacy and Self-Disclosure Online
• The Privacy and Self-Disclosure Online Project website
• Buchanan, T., Paine, C.B, Joinson, A.N and Reips, U-D. (2007) Development of measures of online privacy concern and protection for use on the Internet. Journal of the American Society for Information Science and Technology, 58, p.157-165.