Internet users continue to have serious concerns about their online privacy, but new privacy changes ahead in 2014 could help put their minds at ease.
The recent security breaches at Snapchat and Target continue to shine the spotlight on privacy concerns. State and Federal legislators are cracking down on online privacy regulations this year. Kate Kaye explores the three major privacy changes that take effect this year in her AdAge.com article, Three Big Privacy Changes to Plan for in 2014.
- California | Do Not Track Rule. Last year, California passed the Do Not Track Bill. As of January 1, 2014, the bill requires companies to inform visitors how they will will respond to Do Not Track signals and include their process in their privacy policy. Because data is collected in a variety of ways on the website and through third party vendors, it makes it much more difficult for websites to properly monitor and regulate all routes of gathering personal data. Websites need to ensure their own sites comply with the new regulations. Website’s third party vendors need to also be aware and comply with any policies regarding the Do Not Track Rule. Officials strongly suggest you take all necessary measures to comply with the new law. Firms that do not comply will face large fines from the State of California. View California Do Not Track Bill.
- Europe | Tougher Oversight. The European Union has had strict privacy regulations in place since 1998. Recent reports by the National Security Administration suggest that American companies are gathering data on European citizens. As a result, the European Commission is requesting changes to the Safe Harbor program to implement greater privacy protection against data gathering by U. S. companies. The Safe Harbor program was created to assist US companies to comply with Europe’s tougher personal data protections. The new regulation requires American companies in the safe harbor network to publicly disclose their privacy policy and include a link to the Department of Commerce’s Safe Harbor website. While there is no official legislation, many believe this is an attempt by the Federal Trade Commission to satisfy the Europeans request for better privacy protection. All US companies with European operations should be familiar and comply with these regulations. View the Safe Harbor Program.
- Better Business Bureau | Industry Enforcement. The Better Business Bureau now requires companies to provide real time notice to users when collecting data for demographic advertising. Companies must enable users to opt out from receiving related correspondence and advertising. As an example, the Digital Advertising Alliance uses a small blue Ad Choices icon to notify users that their personal data is being collected. Additionally, the Federal Trade Commission is strengthening enforcement of online data tracking for children. Parental consent must be given before data is gathered on children under the age of 13. Enforcement by the Better Business Bureau and Federal Trade Commission will help companies better comply with the new laws and industry regulations.
