Beware of the Ostrich Policy: End-Users' Perceptions Towards Data Transparency and Control

End users' awareness about the data they share, the purpose of sharing that data, and their control over it, is key to establishing trust and eradicating privacy concerns. We experimented on personal data management by prototyping a Point-of-Interest recommender system in which data collected on the user can be viewed, edited, deleted, and shared via elements in the User Interface. Based on our qualitative findings, in this paper we discuss "The ostrich policy" adopted by end users who do not want to manage their personal data. We sound a waking whistle to design and model for personal data management by understanding end users' perceptions towards data transparency and control.