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Adtech and Real-Time Bidding under European Data Protection Law
Authors:
Michael Veale,
Frederik Zuiderveen Borgesius
Abstract:
This article discusses the troubled relationship between contemporary advertising technology (adtech) systems, in particular systems of real-time bidding (RTB, also known as programmatic advertising) underpinning much behavioral targeting on the web and through mobile applications. This article analyzes the extent to which practices of RTB are compatible with the requirements regarding a legal bas…
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This article discusses the troubled relationship between contemporary advertising technology (adtech) systems, in particular systems of real-time bidding (RTB, also known as programmatic advertising) underpinning much behavioral targeting on the web and through mobile applications. This article analyzes the extent to which practices of RTB are compatible with the requirements regarding a legal basis for processing, transparency, and security in European data protection law. We first introduce the technologies at play through explaining and analyzing the systems deployed online today. Following that, we turn to the law. Rather than analyze RTB against every provision of the General Data Protection Regulation (GDPR), we consider RTB in the context of the GDPR's requirement of a legal basis for processing and the GDPR's transparency and security requirements. We show, first, that the GDPR requires prior consent of the internet user for RTB, as other legal bases are not appropriate. Second, we show that it is difficult - and perhaps impossible - for website publishers and RTB companies to meet the GDPR's transparency requirements. Third, RTB incentivizes insecure data processing. We conclude that, in concept and in practice, RTB is structurally difficult to reconcile with European data protection law. Therefore, intervention by regulators is necessary.
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Submitted 1 September, 2025;
originally announced September 2025.
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Law and the Emerging Political Economy of Algorithmic Audits
Authors:
Petros Terzis,
Michael Veale,
Noëlle Gaumann
Abstract:
For almost a decade now, scholarship in and beyond the ACM FAccT community has been focusing on novel and innovative ways and methodologies to audit the functioning of algorithmic systems. Over the years, this research idea and technical project has matured enough to become a regulatory mandate. Today, the Digital Services Act (DSA) and the Online Safety Act (OSA) have established the framework wi…
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For almost a decade now, scholarship in and beyond the ACM FAccT community has been focusing on novel and innovative ways and methodologies to audit the functioning of algorithmic systems. Over the years, this research idea and technical project has matured enough to become a regulatory mandate. Today, the Digital Services Act (DSA) and the Online Safety Act (OSA) have established the framework within which technology corporations and (traditional) auditors will develop the `practice' of algorithmic auditing thereby presaging how this `ecosystem' will develop. In this paper, we systematically review the auditing provisions in the DSA and the OSA in light of observations from the emerging industry of algorithmic auditing. Who is likely to occupy this space? What are some political and ethical tensions that are likely to arise? How are the mandates of `independent auditing' or `the evaluation of the societal context of an algorithmic function' likely to play out in practice? By shaping the picture of the emerging political economy of algorithmic auditing, we draw attention to strategies and cultures of traditional auditors that risk eroding important regulatory pillars of the DSA and the OSA. Importantly, we warn that ambitious research ideas and technical projects of/for algorithmic auditing may end up crashed by the standardising grip of traditional auditors and/or diluted within a complex web of (sub-)contractual arrangements, diverse portfolios, and tight timelines.
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Submitted 3 April, 2024;
originally announced June 2024.
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Moderating Model Marketplaces: Platform Governance Puzzles for AI Intermediaries
Authors:
Robert Gorwa,
Michael Veale
Abstract:
The AI development community is increasingly making use of hosting intermediaries such as Hugging Face provide easy access to user-uploaded models and training data. These model marketplaces lower technical deployment barriers for hundreds of thousands of users, yet can be used in numerous potentially harmful and illegal ways. In this article, we explain ways in which AI systems, which can both `c…
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The AI development community is increasingly making use of hosting intermediaries such as Hugging Face provide easy access to user-uploaded models and training data. These model marketplaces lower technical deployment barriers for hundreds of thousands of users, yet can be used in numerous potentially harmful and illegal ways. In this article, we explain ways in which AI systems, which can both `contain' content and be open-ended tools, present one of the trickiest platform governance challenges seen to date. We provide case studies of several incidents across three illustrative platforms -- Hugging Face, GitHub and Civitai -- to examine how model marketplaces moderate models. Building on this analysis, we outline important (and yet nevertheless limited) practices that industry has been developing to respond to moderation demands: licensing, access and use restrictions, automated content moderation, and open policy development. While the policy challenge at hand is a considerable one, we conclude with some ideas as to how platforms could better mobilize resources to act as a careful, fair, and proportionate regulatory access point.
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Submitted 11 September, 2024; v1 submitted 21 November, 2023;
originally announced November 2023.
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Understanding accountability in algorithmic supply chains
Authors:
Jennifer Cobbe,
Michael Veale,
Jatinder Singh
Abstract:
Academic and policy proposals on algorithmic accountability often seek to understand algorithmic systems in their socio-technical context, recognising that they are produced by 'many hands'. Increasingly, however, algorithmic systems are also produced, deployed, and used within a supply chain comprising multiple actors tied together by flows of data between them. In such cases, it is the working t…
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Academic and policy proposals on algorithmic accountability often seek to understand algorithmic systems in their socio-technical context, recognising that they are produced by 'many hands'. Increasingly, however, algorithmic systems are also produced, deployed, and used within a supply chain comprising multiple actors tied together by flows of data between them. In such cases, it is the working together of an algorithmic supply chain of different actors who contribute to the production, deployment, use, and functionality that drives systems and produces particular outcomes. We argue that algorithmic accountability discussions must consider supply chains and the difficult implications they raise for the governance and accountability of algorithmic systems. In doing so, we explore algorithmic supply chains, locating them in their broader technical and political economic context and identifying some key features that should be understood in future work on algorithmic governance and accountability (particularly regarding general purpose AI services). To highlight ways forward and areas warranting attention, we further discuss some implications raised by supply chains: challenges for allocating accountability stemming from distributed responsibility for systems between actors, limited visibility due to the accountability horizon, service models of use and liability, and cross-border supply chains and regulatory arbitrage
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Submitted 22 May, 2023; v1 submitted 28 April, 2023;
originally announced April 2023.
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Demystifying the Draft EU Artificial Intelligence Act
Authors:
Michael Veale,
Frederik Zuiderveen Borgesius
Abstract:
In April 2021, the European Commission proposed a Regulation on Artificial Intelligence, known as the AI Act. We present an overview of the Act and analyse its implications, drawing on scholarship ranging from the study of contemporary AI practices to the structure of EU product safety regimes over the last four decades. Aspects of the AI Act, such as different rules for different risk-levels of A…
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In April 2021, the European Commission proposed a Regulation on Artificial Intelligence, known as the AI Act. We present an overview of the Act and analyse its implications, drawing on scholarship ranging from the study of contemporary AI practices to the structure of EU product safety regimes over the last four decades. Aspects of the AI Act, such as different rules for different risk-levels of AI, make sense. But we also find that some provisions of the Draft AI Act have surprising legal implications, whilst others may be largely ineffective at achieving their stated goals. Several overarching aspects, including the enforcement regime and the risks of maximum harmonisation pre-empting legitimate national AI policy, engender significant concern. These issues should be addressed as a priority in the legislative process.
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Submitted 13 June, 2022; v1 submitted 8 July, 2021;
originally announced July 2021.
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Decentralized Privacy-Preserving Proximity Tracing
Authors:
Carmela Troncoso,
Mathias Payer,
Jean-Pierre Hubaux,
Marcel Salathé,
James Larus,
Edouard Bugnion,
Wouter Lueks,
Theresa Stadler,
Apostolos Pyrgelis,
Daniele Antonioli,
Ludovic Barman,
Sylvain Chatel,
Kenneth Paterson,
Srdjan Čapkun,
David Basin,
Jan Beutel,
Dennis Jackson,
Marc Roeschlin,
Patrick Leu,
Bart Preneel,
Nigel Smart,
Aysajan Abidin,
Seda Gürses,
Michael Veale,
Cas Cremers
, et al. (9 additional authors not shown)
Abstract:
This document describes and analyzes a system for secure and privacy-preserving proximity tracing at large scale. This system, referred to as DP3T, provides a technological foundation to help slow the spread of SARS-CoV-2 by simplifying and accelerating the process of notifying people who might have been exposed to the virus so that they can take appropriate measures to break its transmission chai…
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This document describes and analyzes a system for secure and privacy-preserving proximity tracing at large scale. This system, referred to as DP3T, provides a technological foundation to help slow the spread of SARS-CoV-2 by simplifying and accelerating the process of notifying people who might have been exposed to the virus so that they can take appropriate measures to break its transmission chain. The system aims to minimise privacy and security risks for individuals and communities and guarantee the highest level of data protection. The goal of our proximity tracing system is to determine who has been in close physical proximity to a COVID-19 positive person and thus exposed to the virus, without revealing the contact's identity or where the contact occurred. To achieve this goal, users run a smartphone app that continually broadcasts an ephemeral, pseudo-random ID representing the user's phone and also records the pseudo-random IDs observed from smartphones in close proximity. When a patient is diagnosed with COVID-19, she can upload pseudo-random IDs previously broadcast from her phone to a central server. Prior to the upload, all data remains exclusively on the user's phone. Other users' apps can use data from the server to locally estimate whether the device's owner was exposed to the virus through close-range physical proximity to a COVID-19 positive person who has uploaded their data. In case the app detects a high risk, it will inform the user.
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Submitted 25 May, 2020;
originally announced May 2020.
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Dark Patterns after the GDPR: Scraping Consent Pop-ups and Demonstrating their Influence
Authors:
Midas Nouwens,
Ilaria Liccardi,
Michael Veale,
David Karger,
Lalana Kagal
Abstract:
New consent management platforms (CMPs) have been introduced to the web to conform with the EU's General Data Protection Regulation, particularly its requirements for consent when companies collect and process users' personal data. This work analyses how the most prevalent CMP designs affect people's consent choices. We scraped the designs of the five most popular CMPs on the top 10,000 websites i…
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New consent management platforms (CMPs) have been introduced to the web to conform with the EU's General Data Protection Regulation, particularly its requirements for consent when companies collect and process users' personal data. This work analyses how the most prevalent CMP designs affect people's consent choices. We scraped the designs of the five most popular CMPs on the top 10,000 websites in the UK (n=680). We found that dark patterns and implied consent are ubiquitous; only 11.8% meet the minimal requirements that we set based on European law. Second, we conducted a field experiment with 40 participants to investigate how the eight most common designs affect consent choices. We found that notification style (banner or barrier) has no effect; removing the opt-out button from the first page increases consent by 22--23 percentage points; and providing more granular controls on the first page decreases consent by 8--20 percentage points. This study provides an empirical basis for the necessary regulatory action to enforce the GDPR, in particular the possibility of focusing on the centralised, third-party CMP services as an effective way to increase compliance.
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Submitted 8 January, 2020;
originally announced January 2020.
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Disparate Vulnerability to Membership Inference Attacks
Authors:
Bogdan Kulynych,
Mohammad Yaghini,
Giovanni Cherubin,
Michael Veale,
Carmela Troncoso
Abstract:
A membership inference attack (MIA) against a machine-learning model enables an attacker to determine whether a given data record was part of the model's training data or not. In this paper, we provide an in-depth study of the phenomenon of disparate vulnerability against MIAs: unequal success rate of MIAs against different population subgroups. We first establish necessary and sufficient conditio…
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A membership inference attack (MIA) against a machine-learning model enables an attacker to determine whether a given data record was part of the model's training data or not. In this paper, we provide an in-depth study of the phenomenon of disparate vulnerability against MIAs: unequal success rate of MIAs against different population subgroups. We first establish necessary and sufficient conditions for MIAs to be prevented, both on average and for population subgroups, using a notion of distributional generalization. Second, we derive connections of disparate vulnerability to algorithmic fairness and to differential privacy. We show that fairness can only prevent disparate vulnerability against limited classes of adversaries. Differential privacy bounds disparate vulnerability but can significantly reduce the accuracy of the model. We show that estimating disparate vulnerability to MIAs by naïvely applying existing attacks can lead to overestimation. We then establish which attacks are suitable for estimating disparate vulnerability, and provide a statistical framework for doing so reliably. We conduct experiments on synthetic and real-world data finding statistically significant evidence of disparate vulnerability in realistic settings. The code is available at https://github.com/spring-epfl/disparate-vulnerability
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Submitted 16 September, 2021; v1 submitted 2 June, 2019;
originally announced June 2019.
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Eavesdropping Whilst You're Shopping: Balancing Personalisation and Privacy in Connected Retail Spaces
Authors:
Vasilios Mavroudis,
Michael Veale
Abstract:
Physical retailers, who once led the way in tracking with loyalty cards and `reverse appends', now lag behind online competitors. Yet we might be seeing these tables turn, as many increasingly deploy technologies ranging from simple sensors to advanced emotion detection systems, even enabling them to tailor prices and shopping experiences on a per-customer basis. Here, we examine these in-store tr…
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Physical retailers, who once led the way in tracking with loyalty cards and `reverse appends', now lag behind online competitors. Yet we might be seeing these tables turn, as many increasingly deploy technologies ranging from simple sensors to advanced emotion detection systems, even enabling them to tailor prices and shopping experiences on a per-customer basis. Here, we examine these in-store tracking technologies in the retail context, and evaluate them from both technical and regulatory standpoints. We first introduce the relevant technologies in context, before considering privacy impacts, the current remedies individuals might seek through technology and the law, and those remedies' limitations. To illustrate challenging tensions in this space we consider the feasibility of technical and legal approaches to both a) the recent `Go' store concept from Amazon which requires fine-grained, multi-modal tracking to function as a shop, and b) current challenges in opting in or out of increasingly pervasive passive Wi-Fi tracking. The `Go' store presents significant challenges with its legality in Europe significantly unclear and unilateral, technical measures to avoid biometric tracking likely ineffective. In the case of MAC addresses, we see a difficult-to-reconcile clash between privacy-as-confidentiality and privacy-as-control, and suggest a technical framework which might help balance the two. Significant challenges exist when seeking to balance personalisation with privacy, and researchers must work together, including across the boundaries of preferred privacy definitions, to come up with solutions that draw on both technology and the legal frameworks to provide effective and proportionate protection. Retailers, simultaneously, must ensure that their tracking is not just legal, but worthy of the trust of concerned data subjects.
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Submitted 14 July, 2018;
originally announced July 2018.
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Algorithms that Remember: Model Inversion Attacks and Data Protection Law
Authors:
Michael Veale,
Reuben Binns,
Lilian Edwards
Abstract:
Many individuals are concerned about the governance of machine learning systems and the prevention of algorithmic harms. The EU's recent General Data Protection Regulation (GDPR) has been seen as a core tool for achieving better governance of this area. While the GDPR does apply to the use of models in some limited situations, most of its provisions relate to the governance of personal data, while…
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Many individuals are concerned about the governance of machine learning systems and the prevention of algorithmic harms. The EU's recent General Data Protection Regulation (GDPR) has been seen as a core tool for achieving better governance of this area. While the GDPR does apply to the use of models in some limited situations, most of its provisions relate to the governance of personal data, while models have traditionally been seen as intellectual property. We present recent work from the information security literature around `model inversion' and `membership inference' attacks, which indicate that the process of turning training data into machine learned systems is not one-way, and demonstrate how this could lead some models to be legally classified as personal data. Taking this as a probing experiment, we explore the different rights and obligations this would trigger and their utility, and posit future directions for algorithmic governance and regulation.
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Submitted 15 October, 2018; v1 submitted 12 July, 2018;
originally announced July 2018.
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Blind Justice: Fairness with Encrypted Sensitive Attributes
Authors:
Niki Kilbertus,
Adrià Gascón,
Matt J. Kusner,
Michael Veale,
Krishna P. Gummadi,
Adrian Weller
Abstract:
Recent work has explored how to train machine learning models which do not discriminate against any subgroup of the population as determined by sensitive attributes such as gender or race. To avoid disparate treatment, sensitive attributes should not be considered. On the other hand, in order to avoid disparate impact, sensitive attributes must be examined, e.g., in order to learn a fair model, or…
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Recent work has explored how to train machine learning models which do not discriminate against any subgroup of the population as determined by sensitive attributes such as gender or race. To avoid disparate treatment, sensitive attributes should not be considered. On the other hand, in order to avoid disparate impact, sensitive attributes must be examined, e.g., in order to learn a fair model, or to check if a given model is fair. We introduce methods from secure multi-party computation which allow us to avoid both. By encrypting sensitive attributes, we show how an outcome-based fair model may be learned, checked, or have its outputs verified and held to account, without users revealing their sensitive attributes.
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Submitted 8 June, 2018;
originally announced June 2018.
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Enslaving the Algorithm: From a "Right to an Explanation" to a "Right to Better Decisions"?
Authors:
Lilian Edwards,
Michael Veale
Abstract:
As concerns about unfairness and discrimination in "black box" machine learning systems rise, a legal "right to an explanation" has emerged as a compellingly attractive approach for challenge and redress. We outline recent debates on the limited provisions in European data protection law, and introduce and analyze newer explanation rights in French administrative law and the draft modernized Counc…
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As concerns about unfairness and discrimination in "black box" machine learning systems rise, a legal "right to an explanation" has emerged as a compellingly attractive approach for challenge and redress. We outline recent debates on the limited provisions in European data protection law, and introduce and analyze newer explanation rights in French administrative law and the draft modernized Council of Europe Convention 108. While individual rights can be useful, in privacy law they have historically unreasonably burdened the average data subject. "Meaningful information" about algorithmic logics is more technically possible than commonly thought, but this exacerbates a new "transparency fallacy"---an illusion of remedy rather than anything substantively helpful. While rights-based approaches deserve a firm place in the toolbox, other forms of governance, such as impact assessments, "soft law," judicial review, and model repositories deserve more attention, alongside catalyzing agencies acting for users to control algorithmic system design.
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Submitted 2 July, 2018; v1 submitted 20 March, 2018;
originally announced March 2018.
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Some HCI Priorities for GDPR-Compliant Machine Learning
Authors:
Michael Veale,
Reuben Binns,
Max Van Kleek
Abstract:
In this short paper, we consider the roles of HCI in enabling the better governance of consequential machine learning systems using the rights and obligations laid out in the recent 2016 EU General Data Protection Regulation (GDPR)---a law which involves heavy interaction with people and systems. Focussing on those areas that relate to algorithmic systems in society, we propose roles for HCI in le…
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In this short paper, we consider the roles of HCI in enabling the better governance of consequential machine learning systems using the rights and obligations laid out in the recent 2016 EU General Data Protection Regulation (GDPR)---a law which involves heavy interaction with people and systems. Focussing on those areas that relate to algorithmic systems in society, we propose roles for HCI in legal contexts in relation to fairness, bias and discrimination; data protection by design; data protection impact assessments; transparency and explanations; the mitigation and understanding of automation bias; and the communication of envisaged consequences of processing.
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Submitted 16 March, 2018;
originally announced March 2018.
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Fairness and Accountability Design Needs for Algorithmic Support in High-Stakes Public Sector Decision-Making
Authors:
Michael Veale,
Max Van Kleek,
Reuben Binns
Abstract:
Calls for heightened consideration of fairness and accountability in algorithmically-informed public decisions---like taxation, justice, and child protection---are now commonplace. How might designers support such human values? We interviewed 27 public sector machine learning practitioners across 5 OECD countries regarding challenges understanding and imbuing public values into their work. The res…
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Calls for heightened consideration of fairness and accountability in algorithmically-informed public decisions---like taxation, justice, and child protection---are now commonplace. How might designers support such human values? We interviewed 27 public sector machine learning practitioners across 5 OECD countries regarding challenges understanding and imbuing public values into their work. The results suggest a disconnect between organisational and institutional realities, constraints and needs, and those addressed by current research into usable, transparent and 'discrimination-aware' machine learning---absences likely to undermine practical initiatives unless addressed. We see design opportunities in this disconnect, such as in supporting the tracking of concept drift in secondary data sources, and in building usable transparency tools to identify risks and incorporate domain knowledge, aimed both at managers and at the 'street-level bureaucrats' on the frontlines of public service. We conclude by outlining ethical challenges and future directions for collaboration in these high-stakes applications.
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Submitted 3 February, 2018;
originally announced February 2018.
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'It's Reducing a Human Being to a Percentage'; Perceptions of Justice in Algorithmic Decisions
Authors:
Reuben Binns,
Max Van Kleek,
Michael Veale,
Ulrik Lyngs,
Jun Zhao,
Nigel Shadbolt
Abstract:
Data-driven decision-making consequential to individuals raises important questions of accountability and justice. Indeed, European law provides individuals limited rights to 'meaningful information about the logic' behind significant, autonomous decisions such as loan approvals, insurance quotes, and CV filtering. We undertake three experimental studies examining people's perceptions of justice i…
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Data-driven decision-making consequential to individuals raises important questions of accountability and justice. Indeed, European law provides individuals limited rights to 'meaningful information about the logic' behind significant, autonomous decisions such as loan approvals, insurance quotes, and CV filtering. We undertake three experimental studies examining people's perceptions of justice in algorithmic decision-making under different scenarios and explanation styles. Dimensions of justice previously observed in response to human decision-making appear similarly engaged in response to algorithmic decisions. Qualitative analysis identified several concerns and heuristics involved in justice perceptions including arbitrariness, generalisation, and (in)dignity. Quantitative analysis indicates that explanation styles primarily matter to justice perceptions only when subjects are exposed to multiple different styles---under repeated exposure of one style, scenario effects obscure any explanation effects. Our results suggests there may be no 'best' approach to explaining algorithmic decisions, and that reflection on their automated nature both implicates and mitigates justice dimensions.
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Submitted 31 January, 2018;
originally announced January 2018.
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Like trainer, like bot? Inheritance of bias in algorithmic content moderation
Authors:
Reuben Binns,
Michael Veale,
Max Van Kleek,
Nigel Shadbolt
Abstract:
The internet has become a central medium through which `networked publics' express their opinions and engage in debate. Offensive comments and personal attacks can inhibit participation in these spaces. Automated content moderation aims to overcome this problem using machine learning classifiers trained on large corpora of texts manually annotated for offence. While such systems could help encoura…
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The internet has become a central medium through which `networked publics' express their opinions and engage in debate. Offensive comments and personal attacks can inhibit participation in these spaces. Automated content moderation aims to overcome this problem using machine learning classifiers trained on large corpora of texts manually annotated for offence. While such systems could help encourage more civil debate, they must navigate inherently normatively contestable boundaries, and are subject to the idiosyncratic norms of the human raters who provide the training data. An important objective for platforms implementing such measures might be to ensure that they are not unduly biased towards or against particular norms of offence. This paper provides some exploratory methods by which the normative biases of algorithmic content moderation systems can be measured, by way of a case study using an existing dataset of comments labelled for offence. We train classifiers on comments labelled by different demographic subsets (men and women) to understand how differences in conceptions of offence between these groups might affect the performance of the resulting models on various test sets. We conclude by discussing some of the ethical choices facing the implementers of algorithmic moderation systems, given various desired levels of diversity of viewpoints amongst discussion participants.
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Submitted 5 July, 2017;
originally announced July 2017.
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Logics and practices of transparency and opacity in real-world applications of public sector machine learning
Authors:
Michael Veale
Abstract:
Machine learning systems are increasingly used to support public sector decision-making across a variety of sectors. Given concerns around accountability in these domains, and amidst accusations of intentional or unintentional bias, there have been increased calls for transparency of these technologies. Few, however, have considered how logics and practices concerning transparency have been unders…
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Machine learning systems are increasingly used to support public sector decision-making across a variety of sectors. Given concerns around accountability in these domains, and amidst accusations of intentional or unintentional bias, there have been increased calls for transparency of these technologies. Few, however, have considered how logics and practices concerning transparency have been understood by those involved in the machine learning systems already being piloted and deployed in public bodies today. This short paper distils insights about transparency on the ground from interviews with 27 such actors, largely public servants and relevant contractors, across 5 OECD countries. Considering transparency and opacity in relation to trust and buy-in, better decision-making, and the avoidance of gaming, it seeks to provide useful insights for those hoping to develop socio-technical approaches to transparency that might be useful to practitioners on-the-ground.
An extended, archival version of this paper is available as Veale M., Van Kleek M., & Binns R. (2018). `Fairness and accountability design needs for algorithmic support in high-stakes public sector decision-making' Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems (CHI'18), http://doi.org/10.1145/3173574.3174014.
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Submitted 5 November, 2018; v1 submitted 19 June, 2017;
originally announced June 2017.