New privacy study: Consumers don't understand policies

Share this article:
A new report from the University of California, Berkeley, finds that most Internet surfers don't understand Web site privacy policies, according to this article in the San Francisco Business Times. Particularly, the study says, consumers don't understand the extent to which Google and other sites gather data and share it with affiliates.

There's no doubt that privacy policies lack clarity and that most consumers probably don't even check them out on any regular basis. As I reported in a Digital Insider column about behavioral targeting from a couple of weeks back, the question is not only how much consumers understand these issues -- but how much consumers really care. If they don't care, they won't take the time to educate themselves about these issues, particularly when most companies are only currently doing what the FTC requires they disclose in terms of privacy policies. Which, in my opinion, may lead to corporate resentment down the road.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Stepping Stones to Marketing Success

Stepping Stones to Marketing Success

DMN's 2014 40 Under 40 Award winners discuss how their very first job make an impact on their marketing career.

Big Data Enables Bigger (and Hopefully Better) Campaigns

Big Data Enables Bigger (and Hopefully Better) Campaigns

Almost any dataset can improve the effectiveness of a marketing campaign—if used creatively and nimbly.

Stop Wasting Marketing Dollars on Poor Customer Experiences

Stop Wasting Marketing Dollars on Poor Customer Experiences

An open letter to the C-suite on the importance of remembering what it's like to be your customer.