In recessions, people start to take advantage of other people's personal information to get through financial difficulties. Companies have taken more initiative in protecting consumer personal data: 1) to be customer friendly, 2) to stay ahead of, or keep pace with, competitors, 3) to comply with federal legislation, and 4) to comply with international laws.
To ensure the growth of electronic commerce and the use of the Internet for marketing products and services, a company needs to ease concerns that customers have regarding the security and use of personal information collected through the Internet. With a privacy policy that discloses to customers what information is collected, how the information will be used, and how a company will protect the confidentiality of the data, a company gains consumer confidence and trust.
By implementing a privacy policy, a company stays ahead of, or keep pace with, its competitors in alleviating consumer privacy concerns.
In the United States, the Children's Online Privacy Protection Act (Act) requires verifiable parental consent, such as written permission, before a web site may collect individually identifying information online from children, or use or disclose information that is collected online from children. Under the Act a child is defined as anyone under age 13.
Because of First Amendment rights and restraints on commerce concerns, there has not been passage of much privacy legislation in the United States compared to countries outside of the United States.
The computer industry, along with many privacy protection advocates, such as the Online Privacy Alliance, the Software Publishers Association ("SPA"), have advocated avoidance of government regulation with effective self-regulation.
International privacy laws that are of main concern are those in Europe. In Europe, the EU Data Protection Directive (the "Directive") went into effect on October 24, 1998. The goal of the Directive is to prohibit companies from using information about customers in ways the customers never intended. For example, when a customer sends in his personal information to register his ownership of a product, use of the information for marketing purposes would be prohibited. Under the Directive, European citizens are guaranteed the following privacy rights, regardless of how the data is collected:
1) to refuse to allow data to be used about them without their consent,
2) to have access to information about data held electronically or manually about them,
3) to investigate how data was collected, and where it came from,
4) to require inaccuracies to be corrected,
5) to require corrupted and lost data to be restored,
6) to obtain compensation or recourse if personal data is misused.
The Directive affects US businesses in storage, use, and transfer of the personal data of European citizens, and would prohibit the transfer of data to countries outside Europe where there are not similar protections. Also, there is a requirement to register with the Data Protection Commissioner who will be in charge of enforcing consumer privacy rights and handling complaints from consumers regarding companies' use of personal data.
The difficulty in complying with the Directive is that each country in Europe has separate privacy laws that cover the mandate of the Directive.
Privacy seal programs are dedicated to building consumer confidence and trust on the Internet. Organizations that currently offer privacy seals are: 1) TRUSTe, 2) BBBOnLine.
The TRUSTe program licenses web sites that meet its privacy principles. These principles include:
1) disclosing what information is collected, 2) disclosing how collected information will be used, 3) disclosing who information may be shared with, 4) providing opportunities for consumers to opt out of subsequent or third party use of information, 5) setting precautions for security protection of information against loss, misuse, or alteration, and 6) offering consumers access to their information and allowing them to correct inaccuracies. By adhering to the principles, the licensee is able to display a TRUSTe seal to verify the licensee's cooperation. TRUSTe also offers consumers a dispute resolution process, and performs periodic audits of the licensee.
BBBOnLine is a subsidiary of the Council of Better Business Bureaus. It has a privacy seal program that gives consumers confidence that their personal information will be safeguarded by companies that participate in the program. The program awards a seal to members that post online privacy policies, offers dispute settlements to consumers, refers violations of policies to government enforcement agencies, and monitors members for compliance with BBBOnLine's privacy practices. BBBOnLine's privacy practices are similar to TRUSTe's. BBBOnLine's seal program began in November 1998.
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