Privacy and Ethical Issues in Database/Interactive Marketing and Public Policy
In an effort to balance commerce with consumer privacy needs, the Federal Trade Commission (FTC) has relied on fair information principles to guide privacy regulation and industry practice in the United States (FTC 1999b). These principles include notice/awareness, choice/consent, access/participation, security/integrity, and redress/enforcement
(see the following articles in this special issue for more details: Caudill and Murphy 2000; Culnan 2000; Sheehan and Hoy 2000). Despite industry self-regulation efforts, many database marketers are …show more content…
2000). By using cookies and tracking software, organizations are able to gather new types of information, such as click-and-viewing patterns, that can be used to profile and target individual consumers. The collection of these data permits organizations to sell advertising on their Web sites.
This contributes to consumers’ concerns about profiling
(Caudill and Murphy 2000) and unwanted e-mail solicitations
(Petty 2000). Although these technologies bring with them the same privacy concerns as traditional database marketing
(Phelps, Nowak, and Ferrell 2000), consumer information is now stored on a database platform that is potentially accessible to the entire Internet world. The possibility increases that this data will be accessed at a later date and used for purposes other than that for which it was intended
(Thomas and Maurer 1997). Moreover, new types of data, such as audio and video, are now being stored on databases.
2 Overview of the Special Issue