NCDM Speaker: Review Privacy Policy Regularly

Share this content:
ORLANDO, FL -- A quarterly review of data policies and zealous guarding of data quality are two best practices companies should follow regarding privacy, DoubleClick chief privacy officer Bennie Smith said in his keynote address on the last day of the Winter 2003 National Center for Database Marketing Conference here.

When it comes to privacy, "there is a trust gap between consumers and marketers," he said. And despite many companies' efforts to implement sound privacy polices, "customers still think that we are just going to go ahead and share or trade their information about them with third-party [companies]."

Smith offered other best practices for creating a privacy policy. They include:

· Let customers exercise choice regarding how their information may be used.

· Eliminate jargon, technical terms and legalese.

· Think about presentation and format.

· Label all access points and links to your privacy policy as "privacy policy." Smith said many companies hide their privacy polices by using phrases such as "terms and conditions" or "legal."

Smith also said that companies expecting visitors from outside the United States should remind them that they are on a U.S. site, which implies that U.S. privacy policies prevail.

Smith presented a "what-not-to-do case study" highlighting designer clothing and accessory marketer Guess Inc. and its Web site This summer, Guess agreed to settle Federal Trade Commission charges that it exposed consumers' personal information, including credit card numbers, to commonly known attacks by hackers.

The agency alleged that Guess didn't use reasonable or appropriate measures to prevent consumer information from being accessed at The settlement required that Guess implement a comprehensive information security program for and its other Web sites.

This case illustrates another best practice, Smith said: Companies have to do what they say they are going to do when it comes to privacy policies.


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