2020 RDR Index methodology
The RDR Index offers a road map companies can use to improve. It also provides a tool for researchers, advocates, policymakers, and investors to push companies in the right direction. Our theory of change is based on the power of benchmarking companies with indicators that set high but achievable standards for corporate transparency and policies that align with internationally recognized human rights standards.
The 2020 RDR Index evaluates 26 companies on 58 indicators in three main categories: governance, freedom of expression and information, and privacy. Below we summarize what we evaluate in each category.
In 2020, we applied an expanded methodology that allowed us to examine a broader range of threats that platforms and telecommunications companies pose to people’s rights. Our 2020 methodology includes new benchmarks for what companies should disclose about their algorithmic systems and targeted advertising practices. We did this in order to better hold companies accountable for the technologies and systems that fuel the Big Tech business model—and that so often drive the spread of disinformation and harmful speech online. We also added Amazon and Alibaba to this year’s ranking, enabling us to assess the human rights commitments and policies of two of the world’s biggest online retailers.
How did this impact the overall scores?
Changes to the methodology resulted in significant score declines for most companies in our ranking, particularly U.S. platforms. The figure below shows the difference between the total 2019 and 2020 scores. This shows that despite some improvements, overall scores went down for the majority of the companies because of methodology changes. Our new standards on algorithms and targeted advertising underline the fact that most companies are disclosing very, very little about these systems.
The biggest decline in scores can be observed among what were previously the top-scoring companies—Google, Microsoft, Facebook, AT&T, Deutsche Telekom, Vodafone, and Verizon—with the exception of Twitter and Apple, which were the least affected by the new indicators among the U.S. platforms.
Twitter’s disclosures on the new indicators in the Freedom of expression and information category drove its relatively strong performance on those indicators, thus cushioning the impact that many of its peers felt the most. Similarly, Apple’s results on the new indicators addressing transparency around ad targeting policies and users’ control over the use of user information resulted in the smaller negative impact of the new indicators compared to its U.S. peers.
It is also worth noting that some companies with positive score changes, such as Etisalat, Axiata, and Baidu, disclosed much less about their policies and practices than the companies mentioned above. While they did make important improvements in this index cycle, on balance they have much further to go.
The 2020 RDR Index evaluates 26 companies, listed below. Researchers examine overarching “parent” company policies and practices, in addition to the disclosed policies and practices of selected services and/or local operating companies, depending on company structure.
Digital platform companies: The 2020 RDR Index evaluates 14 digital platform companies. This includes all of the 12 digital platform companies evaluated previously plus two new companies (Amazon and Alibaba). For each of these companies we evaluate global group-level policies for relevant indicators plus policies in the companies’ home market. (For example: we evaluate Facebook’s privacy policy that is applicable to users in the U.S.)
For each company we examine up to five services, as follows:
Telecommunications companies: The 2020 RDR Index ranked all of the 12 telecommunications companies we previously ranked. No new companies were added for the 2020 research cycle. For each of these companies we evaluate global group-level policies for relevant indicators plus the home-country operating subsidiary's prepaid and postpaid mobile service, and fixed-line broadband service where offered, as follows:
The 2020 RDR Index evaluates companies on 58 indicators in three main categories: Governance, Freedom of expression and information, and Privacy. Each category contains multiple indicators, each of which comprises a series of elements or questions, that enable researchers to evaluate company disclosure for that category.
Governance: Indicators in this category seek evidence that the company has robust governance processes in place to ensure that it respects the human rights to freedom of expression, information, and privacy. These rights are part of the Universal Declaration of Human Rights (UDHR), and are enshrined in the International Covenant on Civil and Political Rights (ICCPR). They apply online as well as offline.[1] In order for a company to perform well in this category, the company’s disclosure should at least follow, and ideally surpass, the UN Guiding Principles on Business and Human Rights (UNGPs) and other industry-specific human rights standards focused on freedom of expression and privacy such as those adopted by the Global Network Initiative.
Indicators in this category look for companies to disclose:
Freedom of expression and information: Indicators in this category seek evidence that the company demonstrates it respects the right to freedom of expression and information, as articulated in the UDHR, the ICCPR, and other international human rights instruments. The company’s disclosed policies and practices demonstrate how it works to avoid contributing to actions that may interfere with this right, except where such actions are lawful, proportionate, and for a justified purpose. Companies that perform well on this indicator demonstrate a strong public commitment to transparency not only in terms of how they respond to government and others’ demands, but also in how they determine, communicate, and enforce private rules and commercial practices that affect users’ fundamental right to freedom of expression and information.
In this category, we evaluate:
Privacy: Companies demonstrate concrete ways in which they respect the right to privacy of users, as articulated in the UDHR, the ICCPR, and other international human rights instruments, with indicators in this category. The company’s disclosed policies and practices should demonstrate how it works to avoid contributing to actions that may interfere with users’ privacy, except where such actions are lawful, proportionate, and justified. They will also demonstrate a strong commitment to protect and defend users’ digital security. Companies that perform well on these indicators demonstrate a strong public commitment to transparency not only in terms of how they respond to government and private party demands, but also how they determine, communicate, and enforce private rules and commercial practices that affect users’ privacy.
In this category, we evaluate:
The RDR Index methodology has been developed over years of research, testing, consultation, and revision. Since its inception in 2013, the project has engaged closely with researchers around the globe. For the methodology development and pilot study of the inaugural 2015 RDR Index, we partnered with Sustainalytics, a leading provider of ESG (environmental, social, and governance) research to investors.
Since its launch in 2015, the RDR Index has contributed to improved company disclosure of policy and practice across a number of areas, including transparency reporting, content removals, account restrictions, network shutdowns, and handling and securing user information. However, given the geopolitical and technological developments with clear human rights implications that have taken place in the years since the RDR Index methodology was first developed, it became clear that the methodology needed to be updated if companies are to be held fully accountable for the range of potential online threats to human rights.
In January 2019, RDR began a process of expanding and revising the methodology to include new issue areas and new company types. This work has focused on three main areas:
In April 2020, RDR published a draft version of the final 2020 RDR Index methodology, which integrated work across these three areas. We then opened a final round of public consultation to solicit feedback from key stakeholders, which informed decisions we made as we finalized the methodology.
Visit https://rankingdigitalrights.org/2020-indicators to read the full text of our indicators for 2020.
Integrating new indicators on targeted advertising and algorithmic systems required us to expand the methodology to include a broader scope of human rights. In addition, integrating new platforms like Amazon and Alibaba required us to rename the “internet and mobile ecosystem” company category.
The RDR Index focuses on two fundamental human rights: freedom of expression (UDHR article 19) and privacy (UDHR art. 12). We do so because these two human rights are most directly affected by the companies ranked in the RDR Index and because the ability to exercise these rights unlocks the ability to exercise many other human rights. If freedom of expression and privacy rights are not protected and respected, people cannot use technology effectively to exercise and defend political, religious, economic, and social rights. Indeed, as a set of human rights risk scenarios published by RDR in 2019 highlighted, companies’ failure to respect privacy and freedom of expression can cause or contribute to a range of other human rights violations.[2]
While the RDR Index methodology cannot address the full range of human rights harms associated with the companies it ranks (for example, labor and environmental rights are beyond our scope), two areas can and must be expanded: freedom of information (UDHR art. 19) and freedom from discrimination (UDHR arts. 7 and 23):
Because discrimination harms are tightly interwoven with freedom of expression, information, and privacy harms, we have opted to integrate indicators and elements that assess companies’ respect for freedom from discrimination within the existing RDR Index categories (Governance, Freedom of Expression and Information, and Privacy) rather than creating a new category focused on discrimination.
In January 2019, RDR began the process of drafting new indicators on targeted advertising and algorithmic systems for integration into the 2020 RDR Index methodology.
In October 2019, RDR published draft indicators on targeted advertising and algorithms, based on nearly a year of internal research and feedback from more than 90 expert stakeholders. These draft indicators were tested by the RDR research team and the results of this pilot were published in March 2020. These indicators were then revised and integrated into a draft version of the 2020 RDR Index methodology, published in April 2020.
The final version of the 2020 RDR Index methodology sets key baseline standards of corporate transparency for the development and use of algorithmic systems in a way that minimizes human rights harms. New indicators and elements ask companies to publish a formal policy articulating their commitments to respect human rights as they develop and deploy algorithmic systems. New indicators also ask companies to publish overarching policies that describe how algorithms are developed and deployed across their platforms and services.
In addition, the 2020 RDR Index methodology includes new indicators aimed at holding companies accountable for their targeted advertising policies and practices. We ask companies to conduct robust human rights impact assessments on how targeted advertising may affect users’ fundamental rights to expression, information, and non-discrimination. New indicators also ask companies to clearly disclose rules around ad targeting and how those rules are enforced.
The inaugural 2015 RDR Index evaluated two main company types: internet companies and telecommunications companies. For the 2017 RDR Index, we expanded the internet company category to include mobile ecosystems, which enabled us to add Apple iOS, the Google Android operating system, and Samsung’s implementation of Android to our ranking.
With the expansion of the 2020 RDR Index to include new services offered by Amazon and Alibaba—e-commerce platforms and personal digital assistant ecosystems—we have renamed the “internet and mobile ecosystem” category “digital platforms,” the scope of which includes a range of products and services offered by internet companies, as well as mobile ecosystems, e-commerce platforms, and personal digital assistant ecosystems. Indicators and elements that previously applied specifically to internet and mobile ecosystem companies have been expanded to apply to “digital platforms.”
In early 2019, we began the process of research and public consultation on ways to expand the RDR Index to include Amazon and Alibaba. As two of the world’s largest digital platforms, Amazon and Alibaba’s absence from the RDR Index was a critical gap in our ranking. There have been growing concerns about both companies’ privacy practices and respect for human rights in general. Amazon collects an enormous amount of information about people, notably through its e-commerce platform and through its dominance in the personal digital assistant ecosystem market, mainly due to its Alexa software. Alibaba’s handling of user data, including its practice of sharing user data with its credit-scoring arm and other third-party services without explicit consent, has also raised concerns.
In July 2019, we published a set of public consultation documents that synthesized our approach to incorporating these companies into the RDR Index:
This background research laid the groundwork for incorporating e-commerce platforms and personal digital assistant ecosystemsinto the 2020 RDR Index methodology.
We integrated e-commerce platforms into our methodology without having to create any new indicators or elements unique to these types of services. While the privacy risks posed by e-commerce platforms may be more evident, these platforms can also affect users’ fundamental rights to expression and information. We therefore opted to apply indicators in the Freedom of Expression and Information category to e-commerce platforms.
To integrate personal digital assistant (PDA) ecosystems, we added separate elements to various indicators, similar to our approach when integrating mobile ecosystems into the RDR Index methodology in 2017. While many mirror the elements that apply to mobile ecosystems, we opted to separate elements for PDA ecosystems so that we could highlight these ecosystems’ unique features.
The incorporation of PDA ecosystems also required us to develop the following explanatory terms or definitions:
These definitions have been added to the 2020 RDR Index glossary, which is appended at the end of the 2020 RDR Index methodology.
RDR works with a network of international researchers who collect data on each company and evaluate company policies in the language of the company’s operating market. RDR’s external research team for the 2020 RDR Index consisted of 32 researchers from 17 countries.
A list of our partners and contributors can be found on our affiliates page.
The research process for the 2020 RDR Index consisted of rigorous cross-checking and internal and external review, as follows:
RDR Index scores are based on an evaluation of company disclosure on several levels—at the parent company level, the operating company level (for telecommunications companies), and the service level. This enables the research team to develop as complete an understanding as possible about how companies disclose or apply their policies.
For digital platforms, we typically evaluated policies of the parent company and those of each service we selected. For telecommunications companies, with the exception of AT&T, the parent company did not directly provide consumer services, so researchers also examined a subsidiary or operating company based in the home market to ensure that the RDR Index captured operational policies alongside corporate commitments. Given AT&T’s external presentation of its group-level and U.S. operating company as an integrated unit, we evaluated the group-level policies for AT&T.
Research for the 2020 RDR Index was based on company policies that were active between February 9, 2019 and September 15, 2020. New information published by companies after that date was not evaluated.
Scoring: Companies receive an average score of their performance across all RDR Index indicators. Each indicator has a list of elements, and companies receive credit (full, partial, or no credit) for each element they fulfill. The evaluation includes an assessment of disclosure for every element of each indicator, based on one of the following possible answers:
Points
Proactive and open stakeholder engagement has been a critical component of RDR’s work and of the RDR Index methodology. We communicated with companies throughout the research process.
Open dialogue and communication. Before the research began, we contacted all 26 companies and informed them that they would be included in the 2020 RDR Index, describing our research process and timeline. Following several stages of research and review, we shared each company’s initial results with them. We invited companies to provide written feedback as well as additional source documents. In many cases, the research team conducted conference calls or meetings with companies to discuss the initial findings as well as broader questions about the RDR Index and its methodology.
Incorporating company feedback into the RDR Index. While engagement with the companies was critical to understand their positions and ensure we reviewed relevant disclosures, the RDR Index evaluates information that companies disclose publicly. Therefore, we did not consider a score change unless companies identified publicly available documentation that supported a change. The research team reviewed company feedback and considered it as context for potential inclusion in the narrative report, but we did not use it for scoring purposes.
[1]UN Human Rights Council, Resolution adopted by the Human Rights Council on 27 June 2016—Promotion and protection of all human rights, civil, political, economic, social and cultural rights, including the right to development, available at https://digitallibrary.un.org/record/845728
[2]Specifically: the right to life, liberty, and security of person (UDHR art. 3); the right to non-discrimination (arts. 7 and 23); freedom of thought (art. 18); freedom of association (art. 20); and the right to take part in the government of one’s country, directly or through freely chosen representatives (art. 21).
[3]Discrimination (n.d.). In Cambridge Business English dictionary, https://dictionary.cambridge.org/dictionary/english/discrimination.
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