What is digital ethics and why is Swiss Post taking it on board?
When we browse the Internet, view adverts or products or make purchases, we leave behind traces of our personal data. All users have the right to expect companies that receive their digital data to handle it correctly. But not everything that is not prohibited by law is ethical in itself. How do companies and authorities create appropriate transparency about their use of data? How do they set up fair processes to protect their customers’ autonomy and privacy? Digital ethics provides support with issues like these.
At Swiss Post, we have enjoyed the Swiss population's trust for 175 years. Earning this trust is our duty. Swiss Post wants to lead the way in the area of digital ethics and play a pioneering role for the Swiss economy.
You’ve been responsible for digital ethics at Swiss Post for around two years. What have you achieved during this time?
As a first step, we created an orientation framework. Our values include ensuring that customers can use online services in an autonomous way, know what their personal data is being used for and that their privacy is protected.
Digital ethics cannot be implemented at the push of a button. Our approach is to provide the tools and empower our staff. The experts take digital ethics principles into account right at the start of a project, and in this way develop their product with digital ethics by design. The Digital Ethics department provides advice and support for these projects.
Is there a flagship project you’re proud of?
We’ve recently been awarded the Data Fairness label for our data and analytics solutions in the advertising market. The label promotes transparent and responsible data handling when processing and analysing large volumes. Last summer, we also had our most popular online service “My consignments” (which has 2.3 million users) audited, and it received the Digital Trust label from the Swiss Digital Initiative. However, it’s not only the visible projects that make a difference. I’m very pleased that digital ethics is being considered in various projects right from the outset.
Who is digital ethics relevant for?
Digital ethics is relevant for all organizations that interact digitally with their stakeholders. Public administrations have been increasingly focussing on digital services for years and have a lot of sensitive data in their possession, for example. Unlike when you buy a product, citizens can’t choose whether their municipality or canton receives and digitally manages their personal data. There is therefore a degree of dependency and this is where digital ethical principles take on a special significance.
Christina Meyer, responsible for digital ethics at Swiss Post
What needs to be considered in relation to digital ethics and AI?
Switzerland doesn’t yet have any AI-specific legislation. The Confederation announced that it will analyse the situation, taking into account the legal framework developed by the European Union (AI Act). Digital ethics is becoming increasingly important in new areas that are not specifically governed by law. At Swiss Post, we’ve also dealt intensively with the topic of trustworthy AI and we’ve drafted guidelines for it.
Why should an administration that has few resources be concerned about digital ethics?
Where resources are scarce, there is pressure to increase efficiency. This is where technology, such as AI, can help by making data-based selections or providing calculations as a basis for decision-making. However, if AI is used without taking digital ethics principles into account, this can lead to systematic drawbacks and subsequently to costly improvements. There are known examples from personnel recruitment or the allocation of social welfare benefits where AI has made a selection that discriminated against women and people with an immigration background. The use of new technologies can lead to dissatisfaction among employees in-house if they feel patronized or monitored by these tools.
How can digital ethics principles be introduced?
Not every organization needs its own digital ethics representative. A low-threshold approach is possible if an organization raises awareness among its staff about the principles of digital ethics and creates an orientation framework. This enables staff to take the relevant principles into account when implementing digitization projects. It is important that responsibility for digital ethics is defined and that support is ensured at management level.
I also see an opportunity in the certification process. If you have online services audited by competent authorities, you’ll receive external impetus and public visibility. The process also helps to improve internal understanding of this new topic and to support procedures.
Digital ethics in practice
The “Digital ethics in practice” factsheet provides you with more information, useful tips and additional links on how to take digital ethics principles into account when introducing digital services.
