SETUP aims to change the tech world's washed-up 'sorry' rituals

SIDN Fund supports dot-sorry for a transparent technological future

Sorry note handwritten on old paper

"We might have just handed a four-year-old a loaded weapon. Social media is broken and the retweet is a big reason why." That's the apology offered by Chris Wetherell, inventor of Twitter's 'Retweet' button. It's just one of a flood of tech apologies made in recent years, ranging from sorry, your data has been leaked, to sorry for the impact that our technology has. In 2020, SETUP is looking to put an end to tech apologies like that. The organisation envisages a world where tech firms and users share responsibility for the impact of technology. But how do we transform a blame culture into a culture where everyone accepts their responsibilities?

Parenting by Barbie?

Jelle van der Ster, SETUP's CEO, talks about how, with backing from SIDN Fund, he's working through ICANN to establish the dot-sorry domain as a forum for debate. He wants the domain to be the cyberspace for a collective internet cleansing ritual.

Jelle van der Ster, SETUP's CEO

Jelle van der Ster, SETUP's CEO

Accepting responsibility to clear the air

SETUP is a non-profit foundation that studies the impact of technology on society. Every year, SETUP runs a themed programme of initiatives designed to make technological developments tangible and/or discussable. The theme for 2020 is the many apologies circulating the tech world in recent years. "More and more people are recognising that technology isn't neutral, but has a political dimension," says Jelle. "The 'sorry' theme is the first step towards the acceptance of responsibility and clearing the air, so that everyone concerned can start again with a clean slate and begin realising their ambitions."

A top-level domain for tech apologies

"The interesting thing about Chris Wetherell's apology is that he made it in the context of the launch of his new company, whose name hasn't yet been announced," explains Jelle. "So it's not unreasonable to wonder whether he's genuinely sorry, or whether maybe his apology is just a clever way of profiling his new initiative in a changed marketplace?" Most people recognise that a personal apology is sometimes needed to protect a relationship. But a corporate apology is different. How should a company say sorry for a data leak or a policy mistake? SETUP wants to investigate and flag up that question through the dot-sorry initiative. "The ultimate goal is to create a virtual space within the technical infrastructure of the internet, where we can talk to each other about the apologies made by businesses. Both businesses themselves and the people to whom they owe their apologies need to be represented in that space in order to debate the acceptance of responsibility," Jelle continues. Behind the scenes, SETUP is working hard to launch the dot-sorry campaign at the start of April. Businesses and the victims of tech blunders can sign up to be involved in the campaign's debates. "First and foremost, we want to be transparent about everything we encounter within the internet's technical infrastructure, the world of ICANN. About the power relationships and control structure, and how an organisation can influence them. We're working with everyone who's expressed an interest to decide what form the dot-sorry top-level domain should take, who should own it and what the rules should be," says Jelle.

Support from SIDN Fund

SETUP's dot-sorry campaign is due to start in April. SIDN Fund is supporting it as a Pioneer Project, enabling Jelle and his team to put everything in place and get the initiative up and running. "The funding will allow SETUP to raise the campaign's profile in the eyes of a large audience by producing videos and other online communications. A nice spin-off is that light is being shed on the process of applying to ICANN to establish a top-level domain. SETUP can be relied on to make the whole initiative appealing." Dot-sorry isn't the first SETUP project that SIDN Fund has supported. Previously funded projects include AI AI Barbie (where SETUP collaborated with Waag) and the National Birthday Calendar.

Vision for dot-sorry's future

Jelle is clear about what he wants to achieve with dot-sorry. "I'll regard the project as a success if we're able to tell a good, strong story. However, the ultimate goal is of course to create a cyberspace for the collective acceptance of responsibility for the impact of new technology. If we're able to achieve both those things, I'll be over the moon. We see the ICANN meeting that's taking place in Hamburg between 17 and 23 October as the focus point for the introduction. Various matters relating to ICANN's policy development will be discussed at the meeting. So it's the perfect occasion for introducing the dot-sorry top-level domain," says Jelle. Would you like to receive news about the dot-sorry campaign and info about how you can help? Or are you a company or knowledge centre interested in getting involved with dot-sorry? If so, drop a line to sorry@setup.nl or register at setup.nl/sorry.