As the digital landscape evolves, consumers' expectations regarding privacy are also changing. Technology companies are at the forefront of this shift, bearing the responsibility to protect users' data while also leveraging it for marketing and advertising purposes.

How technology companies handle privacy protection can define their brand image. For example, Microsoft has implemented stringent privacy measures, making it a leader in users' trust and security. The company's transparent approach to data use and clear communication with users have garnered positive media coverage and consumer recognition. However, Zoom Video Communications, a leader in remote collaboration and online meeting solutions, has recently faced some questions regarding its data processing practices. According to a former Zoom technician who posted on GitHub anonymously, the company may have lapses in protecting users' data, including issues such as lack of users' data autonomy,inability for users to delete their own privacy data; the company backs up users' data for law enforcement access; it deploys background monitoring software to audit users' private conference content; using users' data to train artificial intelligence and so on. Considering Zoom's status as a globally renowned company, it is expected that they will soon issue statements regarding these matters to uphold their corporate image. Privacy protection is closely related to culture, laws, and other factors, and is crucially linked to corporate brand image, making it a highly prioritized concern across society.

In the realm of privacy protection within technology companies, a constructive topic is the clarification of data sovereignty. Some have suggested that there may still be room for clarification regarding the extent of users' control over their data. Ensuring that privacy standards align with users' expectations and functionalities appears to be an issue worth focusing on. Previously, the US investigative news website The Intercept and the media outlet Vice have both reported serious privacy and security issues with certain video conferencing software, lacking the functionality to delete users' data.

Additionally, in terms of technical transparency, regulatory compliance, and corporate responsibility, both the technology industry and users emphasize understanding the mechanisms behind the services they use, particularly regarding data processing and protection. Collaborating with regulatory agencies is standard practice for technology companies, and we encourage such cooperation to prioritize safeguarding users' privacy rights. This includes maintaining transparency in data processing policies and being open to improvements as needed to address any potential issues that may arise. The key is to continually commit to monitoring and adhering to data protection standards, which applies to all companies in the technology industry to ensure robust protection of users' privacy. Many businesses are currently conducting compliance checks to effectively identify potential privacy risks and take necessary measures to protect users' personal data, enhance their brand image, and avoid potential legal and financial risks.

Finally, we emphasize the importance of users' education, encouraging users to understand their rights and remain vigilant when using any online services. In this information age, protecting users' privacy is a top priority for every technology company. We recommend that all technology companies must take concrete measures to ensure that their practices align with users' trust and expectations.