Issues 
Ethics
Internet Advertising Digital Library
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Privacy - Legal Issues
Many consumers are becoming concerned about violations of their privacy that are taking place online. Companies that collect information about online users have a responsibility to do so in an ethical way. This can be acheived by following a few simple guidelines.
Ethical Issues 3: Privacy
Information about consumers is a valuable resource for marketers. Valuable enough that it may seem to makes sense to gather as much information about customers or web site visitors as possible with or without their knowledge, then use that information for aggressive targeted marketing or sell the information to any one who will pay for it.
Unfortunately, many consumers don't agree. Many people feel that, as the subject of the information, they have a right to know what is being done with data about their name, browsing habits or email address. Some find the direct marketing techniques it is used to support offensive or annoying, while others fear that sensitive, potentially innacurate, insecurely stored or sold information has the potential for more sinister uses.
Responsible, ethical Internet businesses are developing self-regulation privacy policies. A good privacy policy needs to cover at least the following areas:
- Notice and Disclosure
Tell your customers what information you are collecting about them and what you will be doing with the information.
- Consent
Give users a choice in whether information is collected about them or not. Also give them the opportunity to opt out of having their personal information saved for further use or sold.
- Security
Individually identifiable, personal information should be stored in a secure manner. If the information is being sold to third parties, it is important that they have equally strong standards of security, confidentiallity, disclosure and resale.
Information about consumers can be worth a great deal. But how much is keeping your potential customers from hating you worth?
For more information on privacy policies, browse the following links:
- Online Privacy Alliance
- Online Privacy at Venable's So You Want to Be on the Internet
- Privacy Report Has Both Sides Scrambling for Spin at TheStandard.com
