While DoubleClick recently moved to put its privacy troubles behind it, Yahoo has stirred up a few of its own.
DoubleClick agreed to implement a number of privacy provisions in exchange for the dismissal of lawsuits pending in New York, California and Texas.
Some users have voiced anger over the switch, though it includes only communication from Yahoo to users about its services. A 14th category under user preferences under which users consent to receive third-party ads was checked “no.”
“Previously when you registered for Yahoo, we had a universal opt out for all marketing messages,” a Yahoo spokeswoman said. “Since that time, services have changed so much and we offer so many additional services and so many different topic and content areas that we decided to offer users a greater level of choice with regard to how they're communicated with.”
The notifications began going out March 28 and will be sent to an undisclosed number of users during the next several weeks.
The policy changes were made in consultation with online privacy seal provider TRUSTe.
A hearing is set for May 21 to determine whether DoubleClick's settlement is agreeable to the court.