by Tim Bradshaw and Hannah Kuchler

Uber has moved to head off further criticism about how it handles the huge trove of personal data that it holds on its customers’ locations and trips, after facing questions over how its employees access individuals’ information.
Emil Michael, Uber’s senior vice-president of business, sparked controversy this week after he was quoted as saying that the company should consider hiring private investigators to launch a smear campaign against critical journalists.

The comments were first reported by Buzzfeed, which also alleged that an Uber manager had accessed one of its journalist’s customer profiles on the car-hailing service, without her permission.

Other reporters have also voiced concerns that they could be targeted based on their usage of the app.

“Several Uber employees have warned me that Uber execs might look into my travel logs,” said Ellen Cushing, a reporter for San Francisco magazine, who wrote a recent profile of Uber.

In a blogpost, Uber played down those allegations, which could see the company – recently valued at $17bn and currently in talks to raise more than $1bn in new funding – run foul of data protection laws.

“Uber has a strict policy prohibiting all employees at every level from accessing a rider or driver’s data,” the company said on Tuesday afternoon. “The only exception to this policy is for a limited set of legitimate business purposes. Our policy has been communicated to all employees and contractors.”

Some examples of “legitimate” uses include responding to customer service inquiries, fraud monitoring and troubleshooting technical bugs, Uber’s blogpost said.

Uber’s privacy policy states that the company “may use your personal information or usage information that we collect about you” for unspecified “internal business purposes” and “inclusion in our data analytics”.

Even after a customer cancels their account, their location and trip history data can be stored “as needed” for legal, security or operational purposes, Uber’s privacy policy says.

Two months ago, attention was drawn to Uber’s ability to zoom in on individual customers’ activity by Peter Sims, a San Francisco-based author and former venture capitalist, who discovered that his Uber ride across Manhattan had been watched simultaneously on a map at a company launch event in Chicago.

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November 19, 2014 2:05 am
Uber tries to head off privacy criticism
Tim Bradshaw in San Francisco and Hannah Kuchler in New York

Uber Technologies Inc. signage stands inside the company’s office©Bloomberg
Uber has moved to head off further criticism about how it handles the huge trove of personal data that it holds on its customers’ locations and trips, after facing questions over how its employees access individuals’ information.
Emil Michael, Uber’s senior vice-president of business, sparked controversy this week after he was quoted as saying that the company should consider hiring private investigators to launch a smear campaign against critical journalists.
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The comments were first reported by Buzzfeed, which also alleged that an Uber manager had accessed one of its journalist’s customer profiles on the car-hailing service, without her permission.
Other reporters have also voiced concerns that they could be targeted based on their usage of the app.
“Several Uber employees have warned me that Uber execs might look into my travel logs,” said Ellen Cushing, a reporter for San Francisco magazine, who wrote a recent profile of Uber.
In a blogpost, Uber played down those allegations, which could see the company – recently valued at $17bn and currently in talks to raise more than $1bn in new funding – run foul of data protection laws.
“Uber has a strict policy prohibiting all employees at every level from accessing a rider or driver’s data,” the company said on Tuesday afternoon. “The only exception to this policy is for a limited set of legitimate business purposes. Our policy has been communicated to all employees and contractors.”
Some examples of “legitimate” uses include responding to customer service inquiries, fraud monitoring and troubleshooting technical bugs, Uber’s blogpost said.
Uber’s privacy policy states that the company “may use your personal information or usage information that we collect about you” for unspecified “internal business purposes” and “inclusion in our data analytics”.
Even after a customer cancels their account, their location and trip history data can be stored “as needed” for legal, security or operational purposes, Uber’s privacy policy says.
Two months ago, attention was drawn to Uber’s ability to zoom in on individual customers’ activity by Peter Sims, a San Francisco-based author and former venture capitalist, who discovered that his Uber ride across Manhattan had been watched simultaneously on a map at a company launch event in Chicago.

“I’ve given up on being able to trust the company,” Mr Sims wrote in a widely circulated blogpost this September about the alleged incident, which he said happened in 2011.

Uber has tried to quell growing discontent among some reporters and customers in the aftermath of Mr Michael’s comments, which are just the latest in a string of incidents that has prompted criticism of its corporate ethics.

In an interview with the Financial Times on Tuesday, David Plouffe, Uber’s senior vice-president of policy and strategy, said the company had a “great story to tell” about creating jobs, reducing drink driving and improving cities’ transportation.

“That’s where we need our focus to be in terms of talking about our company,” he said. “The less we get in our own way, the better off we’ll be.”

Nonetheless, some security analysts remain concerned about how Uber stores and uses information on its millions of customers, many of whom use the app several times a month to travel to or from their homes.

Davi Ottenheimer, senior director of trust at EMC, the IT firm, and an expert in encryption, said Uber had a “huge metadata issue” as it could see who moved where and when.

“You don’t realise when you step into that car that they are looking at everything – I mean everything, building profiles of you,” he said. Even though the data are officially “anonymous”, if an Uber user frequently goes to the same address, such as their home or office, they could be identified based on that information, he added.

“I don’t think anybody realises that we’re far away from an app that gives you privacy in a way that taxis give you your privacy,” he said.

Describing the Uber screens that show cars moving around a live map, he said: “They call it the ‘God view’ . . . They think they are God.”

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