Lessons from the Facebook settlement (even if you're not Facebook)
The terms of the FTC's proposed settlement apply only to Facebook. But to paraphrase noted legal scholar Bob Dylan, companies that want to stay off the law enforcement radar don't need a weatherman to know which way the wind blows. What practical pointers can your business take from the Facebook case and other recent FTC actions dealing with consumer privacy?
- Promises, promises. Not making any privacy promises? Think again. Reread your privacy policy to see just what you're telling customers and visitors you do with their information.
- Legal-ease. Now that you have your privacy policy in front of you, show it to a real person — your receptionist, the guy in the warehouse, a member of your family. If they're not clear on what it says, chances are your customers aren't sure either.
- Attitudes, not platitudes. Some retailers lace their privacy policies with lofty language, but don't back their words up with actions.
- Color my world. How about giving your creative team a crack at rebooting the look of your privacy policy?
- Ch-ch-ch-changes. Wise marketers call customers' attention to the proposed change and get their express OK first. Just editing what you say in your privacy policy won't alert them to what you plan to do.
- Time for a tech tune-up. If it's been a while since you wrote your privacy policy, reconsider it in light of new technology you've put in place.
- Natural resources. You've got a business to run, so save time and money by using free resources from the FTC.