UBERTRUST: How Uber Represents Itself to Its Customers Through its Legal and Non-Legal Documents

Noto La Diega, Guido and Jacovella, Luce (2016) UBERTRUST: How Uber Represents Itself to Its Customers Through its Legal and Non-Legal Documents. Journal of Civil and Legal Sciences, 5 (4). p. 199. ISSN 2169-0170

Text (Full text)
Noto La Diega and Jacovella Ubertrust.pdf - Published Version
Available under License Creative Commons Attribution 4.0.

Download (937kB) | Preview
Official URL: http://www.omicsgroup.org/journals/ubertrust-how-u...


This paper examines some of the key factors that contribute to build or erode users’ trust in a platform-based service such as the one provided by Uber Technologies Inc. As clarified by the European Commission, the future Internet cannot succeed without trust of online platforms’ users. The paper explores Uber’s web of relationships with different categories of users, i.e., ‘driver-partners’, ‘riders’, ‘developers’ and ‘business users’ through Uber’s legal and non-legal representations. By analysing Uber ‘legals’ (terms of service, privacy policy, etc.) and the non-legal representations of these norms through the wider Uber community ecosystem (forums, blogs, etc.), it explores how transparency and collective awareness can play a role in sustaining trust. It concludes that the opacity of its ‘legals’ and of its corporate structure could create tensions within the market and undermine the users’ trust. Therefore, the authors recommend that in order to foster trust and ensure fairness, Uber should ensure consistency between its legal and non-legal representation and adopt a more transparent and fair approach in its legals. This would, in turn, empower its users community to participate in the decision making and could provide an example for other platforms.

Item Type: Article
Uncontrolled Keywords: Online platforms; Trust; Terms of service; Collective awareness; Private ordering; Transparency; Uber; Uberification; Sharing economy
Subjects: M200 Law by Topic
N100 Business studies
Department: Faculties > Business and Law > Northumbria Law School
Depositing User: Guido Noto La diega
Date Deposited: 04 Oct 2016 09:02
Last Modified: 01 Aug 2021 03:02
URI: http://nrl.northumbria.ac.uk/id/eprint/27867

Actions (login required)

View Item View Item


Downloads per month over past year

View more statistics