Strava

#MiniDEC

Strava

Strava is a so-called Online Social Fitness Network (OSFN) founded in 2009 and focuses on cycling, running and, to a lesser extent, swimming. Users of the application can register themselves and have their selfs tracked, analysed. Strava records activities via a GPS device during movement via a device from the user such as a smartwatch, smartphone or specially made devices for this. The users of Strava are in a digital context where they can measure their performances and share them with other profiles. According to Strava, they are also created for connecting with communities and sharing photos, stories and highlights of your activities with your friends.

The AI technologies Employed in Strava

Strava uses GPS to track its users. The user's movement during exercises such as running or cycling is then analysed and shown to the user, for example, pace or height difference. The user is also followed longer when the app is switched on. The first and second mentioned activities are used for Strava's Heat Map, which shows where many Strava users are in a city, for example. There is said that the application works better with more data, so Strava tries to mimise the users to opt-out.

3. Ethical concerns

A company that uses GPS location is asking for trouble; there is little as private as your location. At first glance, Strava has a few general ethical points where improvements are needed and also a few location-related improvements.

The GDPR presents that consent is one of the six legal bases for processing personal data. The GDPR defines consent as follows: “‘Consent’ of the data subject means any freely given, specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her;” GDPR, art. 6. A definition of ‘personal data’ can be found in the GDPR, art. 4

Strava maintains they are “committed to helping people better understand” its privacy settings. However, it is increasingly tricky for consumers to give consent with a full understanding of the risk following this consent. Understanding the data collected and used by the company is challenging; explaining and being transparent about this data collection may even be more complex. This is called the transparency paradox; it states that the more we try to be fine, the less transparent we are. For example, if a company acts in good faith and would like to let you know exactly where you are signing up for, it would not be possible if only because the company does not know your technical knowledge.
An advice for Strava is to go over the consent options and try to clarify what consequences sharing location can have. Among other things, awareness of the consequences of the Heat Map (see next paragraph).

Heat Map

Since November 2018, Strava has created a “Heat Map”. This interface within the Strava app shows the location where Strava users jogged, walked or travelled while the app was one. The map includes three trillion GPS data points. Many American military service members use Strava, so the New York Times discovered in 2018 that Strava’s Heat Map finds military bases. The analysts noted that with this interface, it is easy to identify the movements of individual soldiers, especially if combined with other public or social media data. Strava did not intend to reveal GPS coordinates of military bases, but they did.

In my opinion, this is a typical example of not knowing what you are giving consent for. I assume that if someone permits to track location, the person is thinking about tracking location during exercise so that it can be analysed. Furthermore, I don't think it is considered that the Heat Map can generate conclusions from certain groups of people. The example of the military bases being exposed by Strava is a consequence of national and international importance. Measures for this can be drawn at a higher level between governments and Strava; one or both parties underestimate the current impact of Strava's Heat Map.

Quantifying Self

Self-tracking technologies, such as STRAVA, influence individuals and society and can cause the “Quantifying Self”. Self-tracking comes with many ethical concerns: contribution to health goals, solidarity, empowerment and well-being. Around the technology of self-tracking, many more problems arise, such as social harm, privacy, surveillance, interpretability of data etcetera.
There is suggested by, among others, Lupton (2016) that pushed self-tracking mode and imposed self-tracking can integrate into social areas and may shift the ethical idea of self-improvement into an area of external control. On the other hand, it could also lead to dangers of surveillance and psychological burden emerging out of self-tracking technologies.

Tracking can shape people’s activity and influence their standards; this principle is called technomoral change. There has been indicated that features in OSFN (Online Social Fitness Network) play a notable role in engagement with exercises and improve self-awareness. The previously mentioned concept of “Quantifying Self” is seen as a postive development by Belliger and Krieger (2016), they claim that self-tracking helps to aim for self-knowledge and self-responsibility.

Self-tracking does a lot to a person and has an underlying layer with different ethical consequences. It's a big concept and should be treated consciously by OSFNs such as Strava. It can have a positive effect, but people can go overboard with excessive activity. It would be good if Strava occasionally informed its users of the possible consequences and ensured they are aware.

A few interesting pieces from Strava's privacy policy:

Aggregated Information

We do not sell your personal information. Strava may aggregate the information you and others make available to connect to the Services and post or share it publicly with third parties. Examples of the types of information we aggregate include information about equipment, usage, demographics, routes and performance. Strava may use, consume, license and share this aggregated information with third parties for research, business or other purposes such as improving walking, running and cycling routes in cities through Strava Metro or to help our partners understand of athletes, including those who use their products and services. Strava also uses aggregated data to generate our Global Heatmap.

Information Tracking

We retain information for as long as necessary to provide the services to you and others, subject to any legal obligations to further retain such information. Information associated with your account is generally not retained for longer than necessary to provide the Services or until your account is deleted.

Information Strava Collects

Strava collects information about you, including information that directly or indirectly identifies you, if you or your other members choose to share it with Strava. We receive information in a few different ways, including when you track, complete, or upload activities using the Services. Strava also collects information about how you use the Services. There are also several ways to share information about yourself, your friends, and your activities with Strava.

4. Recommendations

Comments on the highlighted parts of the privacy policy:

It should be made even clearer that location is also tracked when the app is on, but no activity is taking place. In addition, the consequences of location storage should also be stated more clearly. The Heat Map mainly has consequences for the collective of Strava users, but I think that individual awareness needs to be created. If necessary, measures could be taken from the government.

Quantifying Self

The scientific debate isn't in agreement about the positive or negative effects of the Quantifying Self, but I think Strava should pay more attention to the effects of self-tracking. More awareness never hurts.