The Internet of Things has gone mainstream. Consumers can use devices to control things in their houses from appliances to pet-food dispensers. Applications on mobile devices can measure how far and how fast the wearer has run or walked and can track heart rate and blood pressure. Connected sensors and devices, and their potential uses, are proliferating.

But discussions about the data created are far more likely to focus on how to use the data rather than how to protect it. While devices and applications are generally designed and implemented with data protection in mind, that is unlikely to be enough. Developers and users must consider the broader implications for individual privacy as vast amounts of information -- about health, browsing history, purchasing habits, social and religious preferences, and finances, among other things -- accumulates.

Internet of Things data, for now, is collected indiscriminately, and users have little inkling about how the data collected can be used for marketing, identification, and tracking. They typically ignore the privacy notices or terms of use, and the mechanisms for delivering the notices are often awkward, inconvenient, and unclear.

The crucial question for the owner of the app or the device is whether data collection is limited to an identified purpose. The crucial question for users is whether they can determine when, how, and to what extent their information is communicated to others.

[You may not get a second chance. See IoT: Get Security Right The First Time.]

Traditional privacy notions rely upon the Fair Information Practice Principles. While we can certainly look to FIPPs for guidance, they can't adequately address the issues posed by the Internet of Things because the traditional ways to deliver privacy guidelines -- posting them online, mailing them, and online click-through mechanisms -- don't really work with IoT. Today, the data being collected on these devices is largely invisible to us. For instance, a driver behind the wheel has little discretion over traffic sensors that transmit speed, license-plate numbers, and location. Given the number of devices transmitting information during the course of a day, requiring notice and choice quickly becomes unwieldy, and innovation suffers.

The Federal Trade Commission has taken the position that developers of devices and apps must consider both use and collection restrictions and, in conjunction with the development of devices and apps, consider privacy by design, simplified choice, and transparency -- i.e., address the privacy issues by incorporating the core principles of FIPPs.

That FTC expectation is difficult to meet in practice. Use restrictions are generally ineffective because they depend upon self-enforcement or third-party enforcement, and confidential information can't be retrieved once it is released. The same is true of collection restrictions: It is impossible to monitor every device to confirm that the data being collected is consistent with the purpose intended. Enforcement is complicated because there are multiple players -- the manufacturer, service networks, advertisers, and carriers, to start with -- and only the most egregious offenders are likely to attract regulators' attention.

Developers and users can address some of the questions that the IoT raises by studying new approaches to protecting privacy, starting with those that account for the continuous communication of individual information. New approaches to IoT privacy should:

The traditional privacy notice did not conceive of an Internet of Things. As the number of connected devices expands, the data collected will undoubtedly yield social benefits. However, the challenge will be finding a privacy paradigm that respects individual rights and accommodates choice and makes sure that the social benefits don't come at the cost of individual privacy. Progress won't wait for us to develop new ways to deal with this challenge, which is why we must give serious consideration to new approaches now.

Marc Loewenthal is speaking on these issues July 10 at the Internet of Things Privacy Summit, hosted by TRUSTe.

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