A path to empowering user choice and boosting user trust in advertising


  • John Edwards


  • Tim Cook
  • Marshall Erwin
  • Jane Horvath
  • Lucy Purdon
  • Marcel Kolaja

Organisation: Apple

Room: Grand Hall Online

Timing: 17:15 - 18:30 on 28 January 2021

Advertising has played a crucial role in the growth of the internet. Many services that users value rely on advertising in order to provide those services. As advertising continues to evolve, how will user sentiment in relation to the creation of advertising profiles be reflected in technology? Technology solutions to provide choice and control to individuals are emerging in the market and the panel will consider how such solutions or others can be integrated into advertising practices to reflect the wishes and rights of individuals. The panel will also consider how laws such as the GDPR and many others have effectively put control in the hands of the individual. This panel is bringing together voices from Europe, Australasia and the United States to discuss and recommend actions for policymakers, regulators and all of us to help identify models of advertising which put the individual at the centre as a first step.

• How can putting control in the hands of the individual become a shared goal for all?
• Are we placing too much responsibility on individuals to make the right choices for society at large?
• What role is there for strong laws?
• What are the most compelling solutions available to tackle these problems?

Introductory speech by Apple CEO Tim Cook


John Edwards

Office of the Privacy Commissioner (NZ)

John Edwards was appointed to the position of Privacy Commissioner of New Zealand in February 2014 after a more than 20 year career practicing law. John provides independent comment on significant personal information policies and issues to the public and private sector. John was Chair of the NZ Law Society Privacy and Human Rights Committee, and was Contributing Editor of Brookers Human Rights Law and Practice, and has published widely on human rights and privacy matters. John was elected Chair of the Executive Committee of the International Conference of Data Protection and Privacy Commissioners (now known as the Global Privacy Assembly) in October 2014 for a 3 year term.


Tim Cook


Tim Cook is the CEO of Apple and serves on its board of directors. Before being named CEO in August 2011, Tim was Apple’s chief operating officer and was responsible for all of the company’s worldwide sales and operations, including end-to-end management of Apple’s supply chain, sales activities, and service and support in all markets and countries. He also headed Apple’s Macintosh division and played a key role in the continued development of strategic reseller and supplier relationships, ensuring flexibility in response to an increasingly demanding marketplace. Prior to joining Apple, Tim was vice president of Corporate Materials for Compaq and was responsible for procuring and managing all of Compaq’s product inventory.

Marshall Erwin

Mozilla Corporation (US)

Marshall Erwin is the Chief Security Officer at the Mozilla Corporation, where he leads teams responsible for protecting Mozilla and its users. He has also been a key driver of major privacy initiatives in the Firefox browser, such as Enhanced Tracking Protection and DNS over HTTPs.

Jane Horvath

Apple (US)

Jane is the Senior Director of Global Privacy at Apple. She has been with the company since September of 2011, and brings more than a decade of information privacy and legal experience to the role. She is responsible for overseeing Apple's compliance with global privacy laws as well as working internally and externally on developing issues related to privacy. Prior to Apple, Jane was Global Privacy Counsel at Google. Before that, Ms. Horvath served as the DOJ’s first Chief Privacy Counsel and Civil Liberties Officer. At the DOJ, she was a member of the High Level Contact Group and leader of the U.S. delegation of experts tasked with exploring common ground between the European Union’s Third Pillar data protection principles and U.S. federal privacy laws. Prior to the DOJ, she also was the General Counsel of Digital City Inc., an America Online, Inc. (AOL) subsidiary, and Assistant General Counsel at AOL, where she helped draft the company’s first privacy policies. Jane holds a Bachelor of Science from the College of William and Mary and a Juris Doctorate from the University of Virginia.

Lucy Purdon

Privacy International (UK)

Lucy is Policy Director with PI and is responsible for policy development. She also leads and supports projects targeting companies that exploit people and their data, preventing data exploitation in the election cycle, protecting identity and protecting those targeted through their use of technology because of who they are or what they do.

Marcel Kolaja


Marcel Kolaja is a Member of the European Parliament and Vice-President of the same institution. He is a member of the Committee on the Internal Market and Consumer Protection (IMCO) and a substitute in the Committee on Culture and Education (CULT) where he worked on the Parliament’s INI reports on the Digital Services Act. He has been a member of the Czech Pirate Party since 2010 and held several positions such as Vice-President of the Czech Pirate Party and co-chair of Pirate Parties International. He has a diploma from the Faculty of Informatics at Masaryk University in Brno.