The U.S. Department of Commerce today released its own report on commercial data privacy, yet another indication of increased government focus on online data usage. On the heels of a Federal Trade Commission report calling online ad industry self-regulators too slow and essentially ineffective, the DOC's report indicates support for voluntary programs protecting commercial data privacy.
It also calls for the establishment of a new division of the department to deal solely with commercial data privacy, and makes a push towards ensuring that privacy codes are feasible across the globe.
Some privacy advocates were not pleased with a DOC document, calling it vague and suggesting it does more to protect industry than consumers. Meanwhile industry responses were positive. The Direct Marketing Association, for instance, praised the report's "strong support for industry self-regulation."
Privacy advocate Jeff Chester, executive director of the Center for Digital Democracy, panned the report, stating it "illustrates one of the basic problems with the Administration's approach to protecting consumer privacy online. The Commerce Department is focused on promoting the interests of industry and business - not consumers."
The "Commercial Data Privacy and Innovation in the Internet Economy: A Dynamic Policy Framework" report, guided by the DOC's Internet Policy Task Force, lays out a set of Fair Information Practice Principles for commercial data privacy. Key components are "accessible, clear, meaningful, salient, and comprehensible" transparency of data practices through "simple" notices, "use of robust audit systems to bolster accountability," and "commitments to limit data uses."
The report suggests that current notice-and-choice approaches don't "appear to provide adequately transparent descriptions of personal data use, which may leave consumers with doubts (or even misunderstandings) about how companies handle personal data and inhibit their exercise of informed choices." While the DOC distinctly refers to personally identifiable information or PII in its report, the FTC has all but dismissed the notion that PII should be considered as a separate case from all consumer data.
Throughout its report, the Commerce Department encourages development of voluntary, enforceable privacy codes of conduct for particular industries, and suggests that a new DOC division could serve as a hub for efforts among stakeholders and the FTC.
In deference to the FTC, the DOC suggested "stepped up" FTC enforcement capabilities, and stressed it would only "coordinate with the FTC, which will continue to serve independent enforcement, rulemaking, agency policymaking, and education roles." It also suggested the Obama Administration consider legislation establishing safe harbor for companies compliant with voluntary, enforceable codes of conduct.
Unlike most other commercial data privacy initiatives, the DOC wants the U.S. approach to have a worldwide footprint. The report states that, "the U.S. Government should work with our allies and trading partners to promote low-friction, cross-border data flow through increased global interoperability of privacy frameworks."
Google weighed in on that idea, stating on its Public Policy blog, "We strongly support the Commerce Department engaging more actively internationally including the creation of a global framework for privacy to better address international data flows."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT