Data Warehousing Bill Seeks Purge of 'Unnecessary' Personal Information

Share this content:
Rep. Edward J. Markey, D-MA, introduced a bill in the House of Representatives this week that would require Web site owners to erase data from their systems once a transaction has been completed or when it no longer is needed to conduct business.

The bill reads in part, "In order to safeguard consumer privacy interests, companies that gather personal information that can identify individual consumers should cease to store such information after it is no longer necessary to render service to such consumers or to conduct any legitimate business practice."

The bill's definition of personal information includes first and last name, home/physical address, date or place of birth, e-mail address, telephone number, Social Security number, tax identification number, birth certificate number, passport number, driver's license number, credit card number, bankcard number or any government-issued identification number.

Though it appears that Markey's bill is a result of recent requests by the Justice Department to major search engines for search query data, as written it would apply to all marketers. Of course, in order to communicate with customers, marketers would seem to have a legitimate business need for at least name, address and e-mail data.

If passed, the Federal Trade Commission would enforce the bill.

Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above