Advertising Standards Authority 4 Principles
- Legal – lust adhere to the law
- Decency –how offensive is it, how many people complain
‘Privacy is the right to be left alone’ – Warren and Brandeis
‘You share what you want to share with who you want to share it with’ – Lesley Tadgell-Foster
Privacy Watch Words, how personal data is protected
- Confidentiality – I agree to give you this information between you and I, not to be sold or passed on. There are varying degrees of confidentiality, absolute (i.e. doctors) to a provisional amount.
- Access – You have the right to access any files, information that is held on you
- Security – From little USB/laptop mistakes to huge data measures.
- Accuracy – fundamental, you don’t want to be associated with other people’s details.
Case studies of privacy gone wrong
- Sony: http://www.bbc.co.uk/news/technology-21160818
- Child Benefit: http://en.wikipedia.org/wiki/Loss_of_United_Kingdom_child_benefit_data_(2007)
- TK Maxx: http://www.itpro.co.uk/109208/tk-maxx-data-theft-uk-shoppers-at-risk
- T-mobile staff selling on data: http://news.bbc.co.uk/1/hi/8364421.stm
- eHarmony/Linked in password breach: http://www.cbsnews.com/news/eharmony-suffers-password-breach-on-heels-of-linkedin/
Check BBC Technology news – frequent stories of data loss.
The effect of these incidents see more and more people unsubscribing to updates, sharing their data and becoming more suspicious of brands. Brands are tackling this with privacy statements – there always has to be a balance.
1984 act has been well established but is now redundant due to the 1998 act. (See 1998 act in full here)
1998 act is for living people only, dead people have no rights.
Privacy for brands is not a cut and paste job – it has to be unique and relevant to your brand.
– Are you transparent with customers on how their data will be used? It needs to be transparent enough for customers to make a reasoned decision.
– You need to make sure you have enough information to determine one person from another.
– Is the data you’re asking of a person relevant to your product at that stage. Don’t ask more of a person to early on to avoid suspicion. Build up trust.
– Some data needs to be updated more frequently than others. In marketing data, it’s up to you how long before updating data to make it completely accurate (up to 28 days).
– Data can be kept, providing there’s still a use for it. But for marketing there is legislation that says 2-3 years is the longest lifeline of data. All a matter of housekeeping.
- Privacy statement needs to be accessible – only one click away
- Has to be up to date with all the most recent tech advancements
- Must be clear, no legalese but in plain common English.
- How can people access their information if they wanted to?