New film goes in search of Google's first privacy policy

Ryan Calo, an assistant professor at the University of Washington School of Law, has called for companies to use simple icons denoting how user data is collected and shared, offering a visual shorthand to help users make sense of privacy policies. Hoback says that's a start -- but it's not enough.

"Really what needs to change is the general perception of how our data is used," he said. The first step is awareness."