Abstract

The online advertising and marketing literature concerned with ethics largely focuses on the privacy implications of commercial practices of online persuasion and data mining, exploring regulatory and self regulatory policies. New media literature, in the context of e-commerce, focuses on dataveillance, aiming to generate cultural critique. Such work, whilst valuable, has been done with minimal study of users’ everyday practices and needs when negotiating e-commerce, thus paradoxically effacing users. More work is needed to understand, and hence ethically evaluate, users’ practices and needs, and this paper draws together literature that suggests new avenues of exploration from the perspective of the everyday.