Our Thoughts on Marketing and Strategy

Topics and trends that affect your retail marketing.

S&P: Not Standard & Poors, but Security and Privacy

If you’re capturing data for mining or retargeting purposes or executing e-commerce, you’re aware that your policies need to defined and ‘water tight’. But that doesn’t mean those policies always are, and often they are not clear to customers. In 2014 that’s likely going to need a change.

The poor old forgotten Privacy Policy link buried on the bottom of websites is getting more and more notice due to the NSA being in the public eye constantly and retailers such as Target who’ve been, well, targeted. Will consumers start to read and understand the legalese? History says no but that doesn’t mean businesses should just stand pat.

The Better Business Bureau announced recently that it could penalize companies (including publishers and ad networks) that don’t provide real-time notifications to users when collecting data for behavioral ads. Should that come to pass, we’ll be sure to let everyone know.

In the meanwhile California, who has always been ahead of the legislative curve (see their Shine The Light legislation from 2003) has enacted the Do Not Track law, which went into effect on January 1st.
In summary, that law says “Do Not Track requires operators of commercial websites, apps and other online services that collect personal information about consumers in California to disclose how they handle DNT (Do Not Track signals) in their privacy policies. DNT signals are managed in individuals’ browser settings.

If you’re wondering “how do we know if we’re compliant or how do we get compliant?” you can obviously consult your attorney, but there are also apps and online businesses such as Iubenda that exist strictly to help develop your privacy policy. (Note: SilverGrass has no relationship with Iubenda)

If you’re wondering who the big winners and losers in this will be, Forbes has an interesting take on it here.

It’s a new year, which is always a great time to review all of your online policies and procedures. If you have questions or concerns, feel free to reach out to us.