Recent events in the U.S., most notably including the revelations of certain NSA monitoring practices, have many citizens looking over their shoulders a little more often. We are becoming increasingly aware that reliance on technology makes our personal information vulnerable to more individuals and companies than we realized. GPS tracking is solidly at the center of this national debate, as it involves the most immediate kind of personal information: where a person is actually located at any given moment. Recent comments and clarifications made by a Ford marketing director have highlighted both concerns and benefits that GPS carries with it.
Clumsy Wording
Unfortunately, the marketing director’s remarks, made in a public forum, were made in such a way that they made the Ford Motor Company sound like the dreaded “Big Brother.” He claimed, without much by way of explanation, that Ford knew who was breaking traffic laws and where they were doing it. The basis for this claim was the GPS unit installed on new Ford vehicles, which can transmit information back to the company. Clearly, this does not tell the whole story of Ford’s practice, which would be very far-reaching and almost certainly illegal. An explanation was definitely in order, and Ford lost no time crafting one.
For one thing, the director himself practically retracted the entire statement on subsequent news interviews, stating that Ford does not, in fact, monitor buyers of its vehicles. This confusing contradiction probably does little to satisfy worried Ford owners, but fortunately the company issued a number of clarifications on just what it does with GPS tracking data.
Ford’s GPS Practices
The policies of Ford on using customers’ GPS data are consistent with those of nearly all companies that offer location-based products. Here are the key points:
- Ford only collects information from customers with their permission (when a customer requests navigation services or emergency roadside help, for example).
- Ford does collect “anonymous” GPS data—that is, information with the specific customers’ identification removed from it—for the purposes of traffic pattern study.
- Ford does not pass on GPS data to third parties for advertisement or law enforcement purposes.
A recent study conducted by a government agency did note that Ford’s policy is deficient in one major area: it does not give customers the opportunity to ask that their GPS tracking data be eliminated after it is used with their permission. In other words, when asking for emergency help with a flat tire, a customer should be able to get that location data deleted once the problem is resolved.
Concerns vs. Benefits
Privacy concerns are never to be taken lightly, especially in a time when identity theft and corporate scams are so prevalent. On the other hand, the benefits of GPS tracking by companies are significant. Here are just a few pros and cons of having your vehicle monitored by a company like Ford:
| Pros | Cons |
| Quickly get roadside assistance even in a remote area | If the company’s GPS data were hacked, your location information could fall into the hands of criminals |
| Track and recover a stolen vehicle before it is destroyed for parts | A flood of unwanted location-specific advertisements if your data were sold to third parties |
| Navigation convenience | Possible use of GPS data against you if subpoenaed in a criminal trial |
| Traffic reduction and highway improvements as anonymous GPS data aids in road planning |
While there are legitimate concerns about loss of privacy due to GPS tracking, many people are simply uncomfortable with the idea of knowing that a person or company might be following their movements. Given the fact that many people are already using smartphones, tablets, and company vehicles fitted with GPS trackers, this discomfort will probably disappear within a generation or so.
Know Your GPS Devices
While you may bristle at the clumsy comments made by Ford’s marketing director, it is quite possible that you yourself are not doing all you can to protect your own privacy. Taking certain steps on your own may be enough to satisfy your privacy concerns, while still allowing you to make the most of the convenience, safety, and enjoyment that GPS devices offer.
Most experts advise that you closely monitor when and how your smartphone’s GPS unit operates. You have the ability to disable it, but it may be set to monitor your location unless you specifically tell it not to. If children or teens are using a phone, it is strongly recommended that GPS tracking be disabled as a default.
Check your contract carefully when purchasing a car or starting a new job. Ask specifically about GPS tracking and find out whether you can opt out of tracking programs. If you have further questions, a lawyer may be your best resource for finding out what your legal options are.
With attention to these and other basic privacy matters, you can enjoy the great benefits of GPS without worrying about how your information is being used.
Ford Marketer's Comments Stir Up GPS Debate
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