Privacy Labelling and the Story of Princess Privacy and the Seven Helpers

Privacy is currently in 'distress' and in need of 'rescue', much like princesses in the all-familiar fairytales. We employ storytelling and metaphors from fairytales to argue how a new and all-encompassing concept of Privacy Labelling (the 'knight in shining armour') can come to the rescue of Privacy (the 'princess in distress'). We paint a detailed portrait of Privacy Labelling (PL) that emerges from discussions carried out from seven different perspectives (the 'seven helpers'): Business, Legal, Regulatory, Usability and Human Factors, Educative, Technological, and Multidisciplinary. We describe a common vision, proposing several important 'traits of character' of PL as well as identifying 'places of improvement', i.e., open problems on which the community can focus their efforts. More specifically, this position paper identifies the stakeholders of the PL and their needs with regard to privacy, describing how the PL should be and look like in order to respond to these needs. Throughout the paper, we highlight goals, characteristics, open problems, and starting points for how one could approach what we define as the ideal PL. In the end we present three approaches to finding PL through, self-evaluations, certifications, or community endeavours, and sketch a roadmap for future developments aiming for an Individualised PL.