View PDF of this issue - The Green Sheet

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News
includes representatives from Bank of America Corp., Cisco Systems Inc.,
VeriSign Inc., Microsoft Corp. and Symantec Corp., to name a few.
The FTC's roundtable discussions will explore the privacy challenges posed
by the array of technology and business practices employed by retailers, data
brokers, third-party applications and a diversity of other businesses in the collection
and use of consumer data.
Information is collected via social networking, cloud computing, online advertising
and mobile marketing, in addition to traditional e-commerce Web sites.
Three-sided coin
According to Craig Spiezle, the OTA's
Executive Director, the organization recommended
a three-pronged approach
to the FTC: advancing a standardized
Privacy & Data Collection Statement,
increasing integration of privacy-based
browser controls and encouraging businesses
to advise consumers to upgrade
to secure Web browsers.
"A network which empowers consumers
to make informed decisions when it
comes to sharing their data and the use
of a browser with integrated privacy
controls is essential to the vitality of the
digital lifestyle," Spiezle said.
"In this period with online trust being
eroded by cybercrime and deceptive
business practices, those businesses
who are early adopters will realize
a trust dividend in the eyes of the
consumer and in the wallets of stockholders."
Spiezle added that legitimate businesses
recognize consumer trust and online
confidence as a valuable resource; like
the environment, it must be protected.
"It is our responsibility collectively to
adopt practices and policies which can
help to stem the tide of ever-eroding
online trust and promote the vitality
and promise of the Internet," he said.
"Companies who do the right thing will
yield trust dividends, benefiting their
customers and investors."
A house undivided
OTA officials said that not unlike
a health department rating for restaurants
or nutrition labels on food
products, a standardized framework
to protect consumers and the Internet
landscape is required to enable
consumers to make informed choices
regarding requests they encounter for
collection of their data during online
activities.
To this end, the OTA recommends a
uniform Privacy & Data Collection
Statement for all Web sites, e-mail marketers,
and retail points of collection
that store and track consumer data.