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<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd"> <html xmlns="http://www.w3.org/1999/xhtml" xml:lang="en" lang="en"> <head><script type="text/javascript" src="https://web-static.archive.org/_static/js/bundle-playback.js?v=7YQSqjSh" charset="utf-8"></script> <script type="text/javascript" src="https://web-static.archive.org/_static/js/wombat.js?v=txqj7nKC" charset="utf-8"></script> <script>window.RufflePlayer=window.RufflePlayer||{};window.RufflePlayer.config={"autoplay":"on","unmuteOverlay":"hidden"};</script> <script type="text/javascript" src="https://web-static.archive.org/_static/js/ruffle/ruffle.js"></script> <script type="text/javascript"> __wm.init("https://web.archive.org/web"); __wm.wombat("http://www.truste.com:80/blog/","20110128211009","https://web.archive.org/","web","https://web-static.archive.org/_static/", "1296249009"); </script> <link rel="stylesheet" type="text/css" href="https://web-static.archive.org/_static/css/banner-styles.css?v=p7PEIJWi" /> <link rel="stylesheet" type="text/css" href="https://web-static.archive.org/_static/css/iconochive.css?v=3PDvdIFv" />  <title>TRUSTe Blog</title> <meta http-equiv="Content-Type" content="UTF-8"/> <meta name="generator" content="WordPress 3.0.3"/> <link rel="stylesheet" href="https://web.archive.org/web/20110128211009cs_/http://www.truste.com/blog/wp-content/themes/blix/style.css" type="text/css" media="screen, projection"/> <link rel="alternate" type="application/rss+xml" title="RSS 2.0" href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?feed=rss2"/> <link rel="alternate" type="text/xml" title="RSS .92" href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?feed=rss"/> <link rel="alternate" type="application/atom+xml" title="Atom 0.3" href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?feed=atom"/> <link rel="pingback" href="http://www.truste.com/blog/xmlrpc.php"/> <link rel="EditURI" type="application/rsd+xml" title="RSD" href="http://www.truste.com/blog/xmlrpc.php?rsd"/> <link rel="wlwmanifest" type="application/wlwmanifest+xml" href="http://www.truste.com/blog/wp-includes/wlwmanifest.xml"/> <link rel="index" title="TRUSTe Blog" href="http://www.truste.com/blog"/> <meta name="generator" content="WordPress 3.0.3"/> <script type="text/javascript" src="https://web.archive.org/web/20110128211009js_/http://www.truste.com/blog/wp-content/plugins/powerpress/player.js"></script> <script type="text/javascript"> function powerpress_pinw(pinw){window.open('https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?powerpress_pinw='+pinw, 'PowerPressPlayer','toolbar=0,status=0,resizable=1,width=360,height=320'); return false;} </script>  <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-4146259-5']); _gaq.push(['_setDomainName', '.truste.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://web.archive.org/web/20110128211009/https://ssl' : 'https://web.archive.org/web/20110128211009/http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> </head> <body><div id="container">  <div id="header"> </div>   <div id="navigation"> <form action="/web/20110128211009/http://www.truste.com/blog/index.php" method="get"> <fieldset> <input value="" name="s" id="s"/> <input type="submit" value="Go!" id="searchbutton" name="searchbutton"/> </fieldset> </form> <ul> <li class="selected"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog">Blog Home</a></li> </ul>  <ul> <li class="selected"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy-policy.html">Privacy Policy</a></li> </ul> </div> <hr class="low"/>  <div id="content"> <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1120" title="Permalink">OBA Privacy Notes from the FTC</a></h2> <p><strong>By Fran Maier </strong><br/> <em>President</em><br/> TRUSTe</p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/Federal-Trade-Commission-.jpeg"><img class="size-full wp-image-1121 aligncenter" title="Federal Trade Commission" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/Federal-Trade-Commission-.jpeg" alt="" width="175" height="175"/></a></p> <h6 style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://marketplace.publicradio.org/display/web/2008/02/28/ftc/" target="_blank">Image Source</a></h6> <p>Last week I was in D.C. and participated in a meeting with the <a href="https://web.archive.org/web/20110128211009/http://www.futureofprivacy.org/" target="_blank">Future of Privacy Forum</a> with FTC Chairman <a href="https://web.archive.org/web/20110128211009/http://www.ftc.gov/commissioners/leibowitz/index.shtml" target="_blank">Jon Leibowitz</a> and FTC staff to discuss the <a href="https://web.archive.org/web/20110128211009/http://www.ftc.gov/os/2010/12/101201privacyreport.pdf">FTC Privacy Report</a> issued this past December. In response to a question regarding how will Do Not Track or the DAA icon impact the advertising business, Chairman Leibowitz asked me to summarize TRUSTe’s <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/trusted-ads.html" target="_blank">TRUSTed Ads</a> pilot test <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/pdf/TRUSTe-OBA-Behavioral-Advertising-Opt-Out.pdf" target="_blank">results</a>, which showed that very very few people will opt-out – by our results, only 7 in 1000 visitors!</p> <p>Here are some OBA self-reg takeaways I gleaned from our discussions with FTC staff:</p> <p>1. <strong>Companies need to step up and pursue advertising self-regulatory efforts</strong></p> <p>Their concern is that the current self-regulatory efforts, the <a href="https://web.archive.org/web/20110128211009/http://www.aboutads.info/" target="_blank">Digital Advertising Alliance</a> (DAA) program featuring the Advertising Option Icon (aka “Forward i”), has rolled out too slowly. The best proof that self-regulation can work - and this was echoed by other regulators and legislative staff members - is to see large numbers of companies adopting the standard.</p> <p>Bottom line is that to satisfy the FTC in this respect, more companies need to jump on the bandwagon and start implementing self-reg solutions in compliance with the DAA framework.</p> <p>As a <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/about_TRUSTe/press-room/news_trusted_ads_daa_approval.html" target="_blank">DAA-Approved Provider</a> TRUSTe is working hard to get our clients and leading brands to adopt the DAA standard with our <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/trusted-ads.html" target="_blank">TRUSTed Ads</a> solution.</p> <p>2. <strong>Ad privacy choice needs to be upfront and easy</strong></p> <p>With consumers in mind, the FTC is looking for an intuitive and straight-forward notice and opt-out experience, while recognizing that it may be hard to achieve, given the need for more consumer education. Choice needs to be upfront and easy – ideally presented in the first page. In short, the fewer clicks it takes to opt-out, the better. Our POV is that we need to continue to test to learn what makes most sense. We also think different advertisers and contexts may require more or less information. We’re excited to work with clients testing different presentations.</p> <p><strong> </strong></p> <p>3. <strong>Ad Privacy choices need to be persistent</strong></p> <p>The FTC does not want consumers to have to repeatedly opt-out of the same trackers because their opt-outs were either lost or never honored in the first place. Ideally, they believe these opt-outs should work across platforms, browsers, etc. and apply to the brand overall.</p> <p>Our opinion? This is very hard to achieve in the near-term given the range of systems, service providers, and consumer interactions (for example, would this work on your home computer and your work laptop)? Even Do Not Track as currently envisioned would have difficulties meeting this standard. And you can expect, smart phones and tablets will also need to live up to this standard over time.</p> <p>All in all, good meetings. and we’re greatly appreciative of the extra time – now pushed to February 18 – to provide our detailed comments to the FTC on the Privacy Report. If only Commerce would provide a bit more time as well . .</p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1120" show_faces="false"></fb:like></p> <p class="info"> <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1120#comments" class="commentlink" title="Comment on OBA Privacy Notes from the FTC">1 comment</a> <em class="date">January 26th, 2011</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1114" title="Permalink">TRUSTed Ads is Now DAA approved!</a></h2> <p><strong>By Fran Maier </strong><br/> <em>President</em><br/> TRUSTe</p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/Icon-for-Enhanced-Notice.jpeg"><img class="size-full wp-image-1115 aligncenter" title="Icon for Enhanced Notice" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/Icon-for-Enhanced-Notice.jpeg" alt="" width="69" height="78"/></a></p> <p>Today we <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/about_TRUSTe/press-room/news_trusted_ads_daa_approval.html">announced</a> that we are an Approved Provider by the Digital Advertising Alliance (DAA) , the coalition of advertising industry groups who have come together to create a <a href="https://web.archive.org/web/20110128211009/http://www.aboutads.info/home/">Self-Regulatory Program for Behavioral Advertisin</a>g.</p> <p>This is the next new phase for TRUSTe and a further broadening of our suite of privacy services.</p> <p>This is great news for us and our clients. This means that companies who work with TRUSTe’s Online Behavioral Advertising compliance program, <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/trusted-ads.html">TRUSTed Ads</a>, are deemed compliant with the DAA’s self-regulatory requirements.</p> <p>In addition, yesterday with the Future of Privacy Forum I met with FTC Chairman <a href="https://web.archive.org/web/20110128211009/http://www.ftc.gov/commissioners/leibowitz/index.shtml">Jon Leibowitz</a> as well as other FTC staff. The clear takeaway is that the FTC is looking for companies to adopt the self-regulatory guidelines. They want to see success and NOW is the time to act.</p> <p>For current TRUSTe clients, TRUSTe and TRUSTed Ads can now provide a single privacy platform that covers all your advertising, website, platform, and mobile privacy needs in a unified manner:</p> <p>a. Ensuring consistent messaging to your consumers<br/> b. Bringing compliance reporting and management into a single, actionable dashboard<br/> c. Keeping pace with the entire evolving privacy landscape across the globe through a unified provider<br/> d. Providing consistent & recognized certification of all privacy practices, which can also be presented to consumers in your OBA disclosures</p> <p>TRUSTe is the only DAA-approved vendor with a brand that is recognized and trusted by consumers. The metrics support this; in a/b tests the TRUSTe seal repeatedly improves transactions rates and consumer trust scores.</p> <p>With over a decade of experience in privacy, TRUSTe is the only DAA-endorsed provider with long-standing credibility with privacy regulators; for example, TRUSTe was the only provider mentioned by the FTC in its recent privacy report. TRUSTe is also the largest COPPA Safe Harbor organization (designated by FTC) and Safe Harbor for EU data (designated by Dept. of Commerce).</p> <p>TRUSTe’s <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/trusted-ads.html" target="_blank">TRUSTed Ads</a> platform has been built by ad industry veterans and is an extension of our long-standing & battle-tested infrastructure that is currently serving thousands of clients including designed to scale to tens of billions of calls per month.</p> <p>Finally, we know how to help you demonstrate compliance. We are the only provider that generates compliance reporting that goes far beyond other providers’ simple icon-count reports.</p> <p>You’ll be hearing from me, your account team, or Bob Bahramipour on TRUSTed Ads and we hope you’ll join us in this new phase.</p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1114" show_faces="false"></fb:like></p> <p class="info"> <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1114#comments" class="commentlink" title="Comment on TRUSTed Ads is Now DAA approved!">3 comments</a> <em class="date">January 20th, 2011</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1092" title="Permalink">Top Privacy Stories in 2010 According to Twitter Users</a></h2> <p><strong>By Fran Maier </strong><br/> <em>President</em><br/> TRUSTe</p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1092" show_faces="false"></fb:like></p> <p>We all know that 2010 was a big year for privacy. The federal government took an especially strong interest in privacy and journalists dug deeper than ever before into online data practices. More than a few companies found themselves uncomfortably in the spotlight. I know that here at TRUSTe were deeply involved in the privacy happenings at Facebook, assiduously reading the WSJ Privacy Series, and closely following the DC legislative and regulatory wranglings.</p> <p>Last year we handpicked privacy stories for TRUSTe’s year-in-review <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=396" target="_blank">post</a>, but given the sheer number of stories in 2010 we thought, why not turn that task over to the social media community? More specifically, what did Twitter users think were major privacy stories in 2010? Using <a href="https://web.archive.org/web/20110128211009/http://www.google.com/realtime"><em>Google Realtime Search</em></a> we looked at the frequency of the term “privacy” in Tweets over the last year. The results are shown below and where we found frequency spikes in the graph we dug deeper to identify the privacy story driving the discussion. You can download the graph as a PDF here: <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/2010-Twitter-Privacy-Index.pdf">2010 Twitter Privacy Index</a> or <strong>click to enlarge</strong> the image below:</p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/grs.jpg"><img class="aligncenter size-full wp-image-1095" title="grs" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/grs.jpg" alt="" width="473" height="305"/></a></p> <p>We recognize this isn’t a definitive list of major privacy stories in 2010, but it is one interesting and meaningful way of evaluating the privacy landscape in the past year through consumers’ eyes.</p> <p><strong>Google Buzz</strong></p> <p style="text-align: center;"><strong> </strong></p> <p><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/google-buzz-e12657486344621.jpeg"><img class="aligncenter size-full wp-image-1097" title="google-buzz-e1265748634462" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/google-buzz-e12657486344621.jpeg" alt="" width="450" height="108"/></a></p> <p>Google launched Buzz in February, offering Gmail users the ability to share content like photos, links and status messages with their friends. It failed to catch on, however, and Mashable recently <a href="https://web.archive.org/web/20110128211009/http://mashable.com/2010/12/28/tech-win-flop-surprise-2010/">named</a> Buzz “Tech’s Biggest Flop of 2010”. It didn’t help that Buzz got off on the wrong privacy foot and caught major heat from the press and the public. The problem? Its default setting was public disclosure of users’ most frequently emailed contacts. Oops. Google had to learn the infamous opt-out/opt-in lesson: if you’re going to change consumer data user/disclosure policies for data that has already been collected it should be an opt-in decision for consumers. Google apparently took this lesson to heart: they made sharing opt-in for Buzz and now the <a href="https://web.archive.org/web/20110128211009/http://www.google.com/buzz">first benefit</a> touted by the service on its homepage is “Share publicly or privately”.</p> <p><strong>Google’s Italian Video Scandal</strong></p> <p style="text-align: center;"><strong><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/youtube-logo2.jpeg"><img class="aligncenter size-full wp-image-1098" title="youtube-logo(2)" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/youtube-logo2.jpeg" alt="" width="337" height="146"/></a></strong></p> <p>Later that same month Italy shocked the world by convicting three Google executives of national privacy violations for allowing an individual to upload a video of students taunting an autistic teenager to Google Video (now YouTube). The punishment? Suspended six-month jail sentences. Google <a href="https://web.archive.org/web/20110128211009/http://googleblog.blogspot.com/2010/02/serious-threat-to-web-in-italy.html">called</a> the ruling “outrageous”, but regardless of its merits the decision certainly highlighted the difference in privacy perspectives between Americans and Europeans. Case in point: I spent some time in Germany last year and was surprised to learn that privacy officers are a fairly common position in German businesses with almost guaranteed employment. Here in the United States, that role usually only exists at major national companies although that’s starting to change.</p> <p><strong>WebcamGate</strong></p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/macbook_webcam.jpeg"><img class="aligncenter size-full wp-image-1099" title="macbook_webcam" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/macbook_webcam.jpeg" alt="" width="307" height="190"/></a></p> <p>The Lower Merion School District of Pennsylvania found itself in <a href="https://web.archive.org/web/20110128211009/http://en.wikipedia.org/wiki/Robbins_v._Lower_Merion_School_District">hot water</a> last year when it came to light that student-issued MacBooks had surreptiously captured screenshots and webcam shots in student homes. The software that allowed this remote capture was installed as an anti-theft measure, the school district argued, but it soon became clear that school officials used the data more broadly to monitor student behavior. A court ordered a cease to the data collection and this fall the school district settled separate law suits to the tune of $600,000. An expensive lesson on the (obvious) imprudence of school sanctioned spyware, but really this case should call attention to the need for strong privacy protections for new technologies. Five years ago most laptops didn’t have built-in webcams and this kind of spying simply wouldn’t have been possible. Today, geo-location functionality is the norm on all smartphones. It makes you wonder if you have any rogue apps on your phone accessing this data without your permission.</p> <p><strong>A Congressional Privacy Field Day (Year)</strong></p> <p style="text-align: center;"><strong><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/United-States-Capitol-west-front.jpeg"><img class="aligncenter size-full wp-image-1100" title="United States Capitol - west front" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/United-States-Capitol-west-front.jpeg" alt="" width="384" height="199"/></a></strong></p> <p>Last Spring saw a flurry of activity on the Hill. Hearings were held, letters of inquiries were sent, and draft language for various privacy bills was circulated. Among the most prominent was a draft bill circulated by outgoing Representative Rick Boucher (D-VA), which called for companies to provide notice to individuals and obtain their consent prior to the collection and disclosure of personal information. We covered that bill earlier on this blog, <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=589">here</a>. Representative Bobby Rush (D-IL) also introduced a <a href="https://web.archive.org/web/20110128211009/http://www.house.gov/list/press/il01_rush/pr_100719_best_practices_act.shtml">bill</a>, that would, among other provisions, establish a “safe harbor” that would exempt companies from an “opt-in” consent requirement, provided those companies participate in a universal opt-out program operated by self-regulatory bodies and monitored by FTC. We could spend an entire blog post discussing all the congressional activity on privacy in 2010, but the big question in 2011 and the 112<sup>th</sup> Congress is: will any of these privacy bills become privacy laws?</p> <p><strong>Facebook’s Spring Privacy Overhaul</strong></p> <p style="text-align: center;"><strong><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/facebook-logo.jpeg"><img class="aligncenter size-full wp-image-1101" title="facebook-logo" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/facebook-logo.jpeg" alt="" width="384" height="145"/></a></strong></p> <p>In April Facebook released Instant Personalization, an Internet-wide “Like” button and the concept of the Social Graph. Facebook also made users “Likes” public information by default. These changes evoked a fierce and largely negative privacy reaction from many of its users, as well as intense scrutiny from the media and regulators who argued that the site’s privacy settings were too obtuse or inadequate to allow consumers to make meaningful choices about the privacy of their information. A month later Facebook <a href="https://web.archive.org/web/20110128211009/http://blog.facebook.com/blog.php?post=391922327130">responded</a> with a revamped privacy control panel, reduced the amount of basic info that must be visible to everyone and gave users greater control over 3<sup>rd</sup> party applications and websites. They also provided users with the ability to opt-out entirely from Instant Personalization. They <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?m=201005" target="_blank">cited</a> TRUSTe among others as encouraging the changes.</p> <p><strong>Google Street View</strong></p> <p style="text-align: center;"><strong><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/google-street-view-logo.jpeg"><img class="aligncenter size-full wp-image-1102" title="google-street-view-logo" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/google-street-view-logo.jpeg" alt="" width="374" height="155"/></a></strong></p> <p>Street View, Google’s street photo mapping component of Google Maps has caught a lot of heat from International regulators in the past year. When European regulators discussed reducing the data retention limit from 1 year to 6 months for images collected via Street View Google <a href="https://web.archive.org/web/20110128211009/http://www.businessweek.com/news/2010-03-03/google-may-drop-street-view-in-eu-if-photo-storage-time-is-cut.html">responded</a> by noting that it might abandon European Street View altogether. It was two years ago that Google began blurring faces and license plates captured by Street view, but much of the regulatory scrutiny in 2010 came from Google’s inadvertent collection of consumer data on open wifi networks by its cars that took photos for Street View. The 600 GB of data was collected over multiple years in numerous countries around the world and included sensitive information such as user names and passwords and excerpts from email communications. Investigations and litigation related to the breach are still ongoing, but just recently Google <a href="https://web.archive.org/web/20110128211009/http://www.theinquirer.net/inquirer/news/1933871/google-deletes-uk-street-view-wifi">announced</a> it had deleted all UK data involved.</p> <p><strong>Firesheep</strong></p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/fs.jpg"><img class="aligncenter size-full wp-image-1103" title="fs" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/fs.jpg" alt="" width="392" height="233"/></a></p> <p>In October, a freelance web application and software developer <a href="https://web.archive.org/web/20110128211009/http://codebutler.com/firesheep?c=1">released</a> a Firefox browser extension called “Firesheep”, which allowed Firefox users to engage in HTTP session hijacking on unsecured networks. The exploit itself was not new, but by making the exploit easy and accessible to millions of Internet users Firesheep made national headlines. Thousands of people downloaded the tool and headed down to their local Starbucks, surprised at how easily they could access the Facebook or Gmail account of the stranger sitting across from them. Firesheep raised public awareness about the dangers of unsecured browsing sessions and put significant pressure on major websites to default to HTTPS encryption.</p> <p><strong>TSA Scanners And Patdowns</strong></p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/TSA-Release-Images-2-050808-726403.jpeg"><img class="aligncenter size-full wp-image-1104" title="TSA-Release-Images-2-050808-726403" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/TSA-Release-Images-2-050808-726403.jpeg" alt="" width="371" height="209"/></a></p> <p>As a result of increased implementations of full-body scanners at airports, new invasive TSA pat-down procedures, and leaks of stored body images collected by the scanners, the public’s privacy dissatisfaction with TSA airport security procedures grew considerably this fall. Privacy advocates were unhappy to learn that thousands of images collected from the full-body scans had been stored, despite government claims to the contrary. The TSA has looked into more advanced scanning techniques that would provide citizens with greater privacy protections, but thus far they have not materialized. The scrutiny and discussion generated this Fall by the TSA is a reminder to all of us of just how deeply personal and important privacy can be.</p> <p><strong>Conclusion</strong></p> <p>This is an interesting snapshot of privacy issues in 2010 – on the whole it shows that the privacy issues are wide-ranging – no longer focused on just the online experience. It’s also clear that the public’s (or press’) sensitivity to privacy issues is extremely high, especially in regard to social networking. Finally, the most important lesson, evident in so many of these top stories, is the importance of meeting, not ignoring, consumer expectations.</p> <p class="info"> <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1092#comments" class="commentlink" title="Comment on Top Privacy Stories in 2010 According to Twitter Users">6 comments</a> <em class="date">January 13th, 2011</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1060" title="Permalink">My Favorite Top 10 Lists in Mobile</a></h2> <p><strong>By Janet Jaiswal </strong><br/> <em>Director of Enterprise BU & Mobile Product Manager</em><br/> TRUSTe</p> <p>At the end of every year, readers are treated to many Top 10 lists covering a variety of categories in the mobile space. With so many to read, I thought I would save readers some time and trouble. So, here is a link to lists that I found interesting, insightful and of course, entertaining. I won’t make a Top 10 list of the best Top 10 lists and have instead chosen several of my favorites. Read on…..</p> <h3>List #1: <a href="https://web.archive.org/web/20110128211009/http://www.focus.com/briefs/marketing/top-10-hot-mobile-trends-2011/">Top 10 Hot Mobile Trends for 2011</a></h3> <p><em>By Hannah Sentenac, Focus</em></p> <p>According to Ms. Sentenac, 2010 witnessed “some major jumps in terms of mobile development, including the explosion of the Android operating system, the introduction of the iPad and an increased rate of internet access via smart phones. In 2011, we can expect to see even more of a shift towards the mobile realm`, as more consumers access the internet while on the go. By 2011, more than 85 percent of the handsets shipped globally are expected to include a browser, which means a major percentage of phone users will be accessing the web through mobile means.”</p> <p>Sentenac concluded that “mobile is gaining market share by the day, and eventually the majority of our browsing will likely happen via smart phone. Savvy business professionals and marketers need to get ahead of the game when it comes to mobile, and start learning more about these trends for 2011, as well as taking advantage of mobile-based opportunities.”</p> <h3>List #2: <a href="https://web.archive.org/web/20110128211009/http://www.juniperresearch.com/Top_Top_Wireless_Predictions_2011.php">Top Ten Wireless Trends for 2011</a></h3> <p><em>By Juniper Research</em></p> <p>As Juniper Research predicted at the end of last year, “2010 was the year in which the surge in mobile data traffic, driven by the consumer smart phone boom, began to place the 3G networks under severe strain. A number of network operators have responded by introducing tiered data pricing — a trend which will undoubtedly increase — but as smart phone adoption continues apace, network capacity will be sorely tested in 2011.</p> <p>Tiered pricing (and the use of WiFi as capacity relief) may serve to alleviate the problem to a certain extent, but until we see mass deployments of LTE networks (and, equally important, devices that are LTE-capable), then operators face a nervous period of attempting to manage the transition.”</p> <h3>List #3: <a href="https://web.archive.org/web/20110128211009/http://www.mobilemarketer.com/cms/news/advertising/8617.html">Most Impressive Mobile Advertising Campaigns of 2010</a></h3> <p><em>By Giselle Tsirulnik, Mobile Marketing Association</em></p> <p style="text-align: center;"><em><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/targetdog.png"><img class="aligncenter size-full wp-image-1076" title="targetdog" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/targetdog.png" alt="" width="151" height="223"/></a><br/> </em></p> <p>The list is a recap of 2010, in terms of campaigns that made people say, “Wow” and include descriptions of campaigns such as Calvin Klein, Iron Man 2, Chase Sapphire and my favorite from Target.</p> <h3>List #4: <a href="https://web.archive.org/web/20110128211009/http://online.wsj.com/article/SB10001424052748704774604576035611315663944.html?KEYWORDS=ANDREW+DOWELL">The Year in Review: The Rise of Apps, iPad and Android</a></h3> <p><span style="font-weight: normal;"><em>By Andrew Dowell, Wall Street Journal</em></span></p> <p>“Sure, users of Apple Inc.’s iPhone have had the Web in their hands since 2007. But this past year, smart phones plunged into the mainstream, giving millions of people the ability to browse the Internet, watch movies and stream music anywhere they could maintain a cellular or Wi-Fi connection—and without having to find a place to sit down and boot up a laptop.”</p> <p>81 million smart phones sold world-wide in the third quarter of 2010 according to Gartner which accounted for nearly one in five mobile phones sold that quarter. “This surge has upended the balance of power in the wireless market,” according to Mr. Dowell.</p> <p>Other areas highlighted include Security/Privacy, Patent Wars, the Digital Wallet, Location, Location etc.</p> <h3><strong>List #5: </strong><a href="https://web.archive.org/web/20110128211009/http://mmaglobal.com/news/mobile-marketing-association-outlines-top-ten-mobile-marketing-trends-watch-2011-december-2010"><strong>Top Ten Mobile Marketing Trends to Watch in 2011 for the Asia Pacific Region</strong></a><strong> </strong></h3> <p><em>By the Mobile Marketing Association</em></p> <p>“Recent industry reports from InMobi and Synovate have revealed that consumers are showing a greater inclination towards receiving mobile advertising and marketing messages,” said Rohit Dadwal, managing director, MMA Asia Pacific Pte Ltd in Singapore.</p> <p>“The global mobile advertising market is expected to grow to $13 to $14 billion in 2011 and Asia Pacific is expected to bring in the majority of this revenue followed by North America and Europe. As the market continues to grow, we hope to continue to provide insights that we believe should to be on the radar screen of every organisation when deciding on their mobile spend for the region.”</p> <h3><strong> List #6: <a href="https://web.archive.org/web/20110128211009/http://www.marketingsherpa.com/article_print.html?id=31784">Consumer Marketing Trends from 2010: Social is here to stay, mobile is on the way</a></strong></h3> <p><span style="font-weight: normal;"><em>By Adam T. Sutton, Marketing Sherpa</em></span></p> <p><span style="font-weight: normal;">This list looks back on one year of consumer-marketing newsletters to highlight three key trends from 2010 — complete with 10 links to the year’s best articles. Take a look to find social marketing advice from Kodak, a Twitter contest that helped boost sales 150%, and a mobile-page test that cut bounces 22%.</span></p> <h3>List #7: <a href="https://web.archive.org/web/20110128211009/http://www.fiercemobilecontent.com/special-reports/top-mobile-applications-2010-ten-enterprise-apps-work-hard-so-you-dont-have">Top Mobile Applications 2010: Ten enterprise apps that work hard (so you don’t have to)</a></h3> <p><em>By Jason Ankeny, Fierce Mobile Content</em></p> <p style="text-align: center;"><em><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/quickoffice.jpg"><img class="aligncenter size-full wp-image-1079" title="quickoffice" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/quickoffice.jpg" alt="" width="146" height="146"/></a><br/> </em></p> <p>This is FireceMobileContent’s fifth annual Top Mobile Application Awards and lists the top 10 apps after they evaluated hundreds of apps. The criteria includes technological innovation, revenue potential and competitive edge, coming up with a far-ranging roster spanning multiple devices and operating systems, unified by their practicality, usability and originality. All ten finalists boast the potential to revolutionize how and where you do your job; in short, they’re applications that work, and they do it well.</p> <h3>List #8: <a href="https://web.archive.org/web/20110128211009/http://www.mobilemarketer.com/cms/opinion/columns/8466.html">11 Trends for Mobile Apps in 2011</a></h3> <p><em>By Kunal Gupta, Polar Mobile</em></p> <p>This lists eleven trends with mobile applications and how companies such as Apple, Google, Microsoft, Research In Motion and others do that will affect brands in their marketing and commerce. The focus is on trends that are likely to shape marketers’ strategies including applications.</p> <h3><strong>List #9: </strong><a href="https://web.archive.org/web/20110128211009/http://www.readwriteweb.com/archives/top_10_mobile_trends_of_2010_design_development.php"><strong> Top 10 Mobile Trends</strong><strong> of 2010 in Three Parts</strong></a><strong></strong></h3> <p><em>By Richard MacManus, Read Write Web</em></p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/foursquare_badges.jpg"><img class="size-full wp-image-1081 aligncenter" title="foursquare_badges" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/foursquare_badges.jpg" alt="" width="300" height="139"/></a></p> <p>Just as businesses in the PC-based Web spent years in the 90′s wondering if a desktop app or web browser based service was the best choice, in 2010 the same question applies to mobile phone applications. This top 10 mobile trends was written earlier this year and is broken out into three parts:<strong></strong></p> <p><a href="https://web.archive.org/web/20110128211009/http://www.readwriteweb.com/archives/top_10_mobile_trends_of_2010_design_development.php">Part 1: Design & Development</a><br/> <a href="https://web.archive.org/web/20110128211009/http://www.readwriteweb.com/archives/top_10_mobile_trends_of_2010_part_2_apps.php">Part 2: Apps, Apps, Apps</a><br/> <a href="https://web.archive.org/web/20110128211009/http://www.readwriteweb.com/archives/top_10_mobile_trends_of_2010_part_3_emerging_markets.php">Part 3: Emerging Markets</a></p> <p>Here’s an excerpt from Part 1: Design and Development:</p> <blockquote><p><strong><em>Privacy</em></strong></p> <p><em>“Location-based mobile apps have been a big trend in 2010 (we’ll cover this in Part 2 of this series), but there are significant privacy implications for these apps. Sites like Foursquare, BrightKite and Gowalla encourage their users to “check-in” to places, so that their social network knows where they are at any given time. While these apps have privacy controls that allow you to (for example) send a check-in update to just a select group of friends, a lot of times the updates are sent to the entire network.”</em></p> <p><em>“In a recent analysis post, Sarah Perez asked: are location-based social networks <a href="https://web.archive.org/web/20110128211009/http://www.readwriteweb.com/archives/location-based_social_networks_delightful_dangerous.php">privacy disasters waiting to happen?</a> She added that many web and mobile apps are using location data now, including Google, Facebook and user review site Yelp. “</em></p> <p><em>“The privacy dangers were highlighted earlier this year by a social experiment called <a href="https://web.archive.org/web/20110128211009/http://www.pleaserobme.com/">PleaseRobMe</a>, which displaying aggregated real-time updates from Foursquare users who used the social sharing feature to broadcast their updates publicly on Twitter. Although PleaseRobMe has since been shuttered, the point they were trying to make still resonates: sharing your physical location with a public network is potentially dangerous. For more details, read our February review of the short-lived PleaseRobMe.”</em></p></blockquote> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1060" show_faces="false"></fb:like></p> <p class="info"> <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1060#comments" class="commentlink" title="Comment on My Favorite Top 10 Lists in Mobile">2 comments</a> <em class="date">January 5th, 2011</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1063" title="Permalink">TRUSTe President Fran Maier on the Privacy Challenges of Social Networks</a></h2> <p>This past November TRUSTe President Fran Maier spoke before a <a href="https://web.archive.org/web/20110128211009/http://www.ted.com/tedx" target="_blank">TEDx</a> audience on the privacy challenges of social networks. The video is below.</p> <p><object width="450" height="278"><param name="movie" value="http://www.youtube.com/v/I2HCHqgQ290?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="https://web.archive.org/web/20110128211009oe_/http://www.youtube.com/v/I2HCHqgQ290?fs=1&hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="450" height="278"></embed></object></p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1063" show_faces="false"></fb:like></p> <p class="info"> <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1063#comments" class="commentlink" title="Comment on TRUSTe President Fran Maier on the Privacy Challenges of Social Networks">4 comments</a> <em class="date">January 3rd, 2011</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1051" title="Permalink">Department of Commerce Privacy Report: Dynamic and Innovative</a></h2> <p><strong>By Fran Maier </strong><br/> <em>President</em><br/> TRUSTe</p> <p style="text-align: center;"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/600px-us-deptofcommerce-seal-svg.png"><img class="size-full wp-image-690 aligncenter" title="600px-us-deptofcommerce-seal-svg" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/600px-us-deptofcommerce-seal-svg.png" alt="" width="210" height="210"/></a></p> <p>Privacy has dominated this month, or I should say, this year. In just the last few weeks we’ve seen then new FTC privacy <a href="https://web.archive.org/web/20110128211009/http://www.ftc.gov/os/2010/12/101201privacyreport.pdf">report</a>, Facebook CEO Mark Zuckerberg <a href="https://web.archive.org/web/20110128211009/http://www.time.com/time/specials/packages/article/0,28804,2036683_2037183_2037185,00.html">named</a> Time’s Person of the Year (in part because of how he and Facebook responded to privacy challenges earlier in the year), and today’s release of the Department of Commerce <a href="https://web.archive.org/web/20110128211009/http://www.ntia.doc.gov//reports/2010/IPTF_Privacy_GreenPaper_12162010.pdf">report</a> on privacy, <em>Commercial Data Privacy and Innovation in the Internet Economy: A Dynamic Policy Framework</em>.</p> <p>Our congrats.</p> <p>Earlier we shared our <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1002">thoughts</a> on the FTC’s privacy report, which we believe offers a thoughtful and comprehensive framework for industry to deliver better privacy choices and notices to consumers with the goal of balancing individual privacy values with the economic opportunities personal information creates in the marketplace.</p> <p>Today’s Department of Commerce report is similarly thoughtful and comprehensive, with an eye to the future, emphasizing the importance of US leadership in a global economy where information is a critical part of economic growth and trade. You don’t have to go far from the title of this report (Commercial Data Privacy and innovation in the internet economy: a Dynamic Policy Framework) to grasp its goals: How do we best balance innovation and economic growth with the privacy expectations of individuals? How might this evolve with new technologies, markets, and values?</p> <p>We find that many of its recommendations – from a Privacy Bill of Rights that expands and modernizes the Fair Information Practices, to the establishment of a privacy policy office in the US Executive Branch – provide added momentum to this year’s push for better privacy. In this report the Commerce Department provides a road map for self regulation based on the belief that individual privacy protections – in addition to informed choices, accountability, and similar mechanisms, will lead to a more innovative and vibrant economy and enhanced global cooperation.</p> <p>Next month TRUSTe will be preparing in-depth comments to the Department of Commerce and FTC privacy reports. We’re also finalizing a new set of program requirements for our clients that align closely with the frameworks outlined in these reports. Our new program requirements are designed to ensure that our clients’s privacy practices remain consistent with evolving federal frameworks and that consumers’ expectations of privacy continue to be met when they see the TRUSTe privacy seal online.</p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1051" show_faces="false"></fb:like></p> <p class="info"> <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1051#comments" class="commentlink" title="Comment on Department of Commerce Privacy Report: Dynamic and Innovative">1 comment</a> <em class="date">December 16th, 2010</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1046" title="Permalink">Do you know what your co-worker did last night?</a></h2> <p><em><strong>By Janet Jaiswal </strong><br/> <em>Director of Enterprise BU & Mobile Product Manager</em><br/> TRUSTe</em></p> <p style="text-align: center;"><em><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/wp-content/uploads/SN.jpg"><img class="aligncenter size-full wp-image-1088" title="SN" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/SN.jpg" alt="" width="224" height="289"/></a><br/> </em></p> <p>I continue to be surprised at how many more people access their social network sites through their mobile device. I’m not just talking about Facebook but Twitter, Loopt, MySpace, Yelp and LinkedIn. The growing public desire to share personal details with family, friends, co-workers and the general public has not slowed down. People are social creatures and want to interact with other people and share their information with others. This in turn, has been driving even more traffic to the social networking sites.</p> <p>In a work setting, a social interaction can be something as simple as asking a questions or a request for more information or a group of people collaborating together to solve a problem. In a more casual setting, it can be posting a picture, sharing an article with a group, commenting on someone’s picture or providing an update on one’s activities.</p> <p>The need to Tweet, blog (as I’ve just demonstrated), post updates, write on someone’s wall and become the Mayor of whatever location they eat, drink and shop show no signs of slowing. Increasingly social media is engaged by users through their mobile devices. According to GetJar, one of the largest mobile app stores, use of social networking services accounts for 80 percent of all mobile app engagements. In the Mobile Apps Briefing’s interview with Ilja Laurs, founder and CEO of app store GetJar, “social networking apps also lead the way in terms of downloads from the store, accounting for around 50 percent of GetjJar’s transactions well ahead of games, productivity apps and others.” Facebook’s application for Apple’s iPhone has topped the charts for almost two years, proving the social networking and mobile go hand-in-hand with each other. In comparison to the more than 500 million users on Facebook, almost 200 million (and growing) users access Facebook through their mobile devices.</p> <p>The European Union released a <a href="https://web.archive.org/web/20110128211009/http://online.wsj.com/article/SB10001424052748704805204575594423931135084.html?mod=djemTECH_t&mg=com-wsj#articleTabs%3Darticle">report</a> about its citizen’s social networking privacy rights and updated its 1995 ruling which states “….the protection of personal data is a fundamental right.” Both Google Inc. and Facebook Inc. have come under fire in the EU this year for collecting personal data without authorization. The proposed ruling gives users the right to sue social networking sites and bring criminal penalties against social media sites for personal information abuse.</p> <p>Earlier this year, I watched <span style="text-decoration: underline;">The Social Network</span> movie which presented a look inside the founding of Facebook. What struck me the most about the movie was not the litigation surrounding Facebook or even Mark Zukerberg, but that students from even the most private societies and social circles were willing to share intimate details about their lives to anyone and everyone. Of course, one could argue that some users are more concerned about privacy than others. This is why protecting users’ privacy becomes challenging for corporations and the social networking sites that serve them.</p> <p>The solution is not simple: social networking, by definition means sharing information with each other so disabling the ability for users to share information won’t work. Companies have to navigate the minefield of rules and regulations safeguarding users’ right to privacy while being able to collect enough information to enrich their experience when interacting with a company but not too much so to raise user concerns. If you don’t want to risk misinterpreting the various rules, regulations and guidelines or want to consult an expert go to <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/">www.truste.com</a> and contact TRUSTe, the leader in online privacy. TRUSTe has helped many companies utilizing social networking technologies and social networking sites such that it furthers their business objectives in a way that respects user privacy.</p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1046" show_faces="false"></fb:like></p> <p class="info"> <span class="commentlink"></span> <em class="date">December 16th, 2010</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1038" title="Permalink">VIDEO: Talking OBA & Transparency at DIGIDAY</a></h2> <p><strong>By Fran Maier </strong><br/> <em>President</em><br/> TRUSTe</p> <p>Yesterday I was in Los Angeles for DigiDay:Target to talk on a panel about privacy and transparency as a business strategy in online online behavioral advertising. The video is below:</p> <p><object width="480" height="296" classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000"><param name="flashvars" value="vid=11420485&autoplay=false"/><param name="allowfullscreen" value="true"/><param name="allowscriptaccess" value="always"/><param name="src" value="http://www.ustream.tv/flash/viewer.swf"/><embed flashvars="vid=11420485&autoplay=false" width="480" height="296" allowfullscreen="true" allowscriptaccess="always" src="https://web.archive.org/web/20110128211009oe_/http://www.ustream.tv/flash/viewer.swf" type="application/x-shockwave-flash"></embed></object></p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1038" show_faces="false"></fb:like></p> <p class="info"> <span class="commentlink"></span> <em class="date">December 14th, 2010</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1007" title="Permalink">Simplified Choice, Greater Transparency? We’re on it!</a></h2> <p><strong><span style="color: #888888;">By Fran Maier </span></strong><br/> <span style="color: #888888;"><em>President</em></span><br/> <span style="color: #888888;">TRUSTe</span></p> <p>On December 1st the Federal Trade Commission (FTC) released its much anticipated privacy report: “<em>A Preliminary FTC Staff Report on Protecting Consumer Privacy in an Era of Rapid Change: A Proposed Framework for Businesses</em>“. You can read it <a href="https://web.archive.org/web/20110128211009/http://www.ftc.gov/os/2010/12/101201privacyreport.pdf" target="_blank">here</a>. The report advances the FTC’s privacy framework – a four part structure consisting of Scope, Privacy by Design, Simplified Choice, and Greater Transparency. Much of the discussion and direction in the report mirrors the approach TRUSTe has been taking of late to deliver greater transparency and choice to consumers.</p> <p>I want to focus on the latter two principles advanced in the FTC report – “Simplified Choice” and “Greater Transparency” – and highlight two recent TRUSTe products that address these very issues. TRUSTe’s <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/trusted-ads.html" target="_blank">TRUSTed Ads</a> program and <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/mobile_certification.html" target="_blank">Mobile Privacy Certification</a> program can help bring more simplified choice and greater transparency to the advertising and mobile spaces.</p> <p>Below in <strong><span style="color: #0000ff;">blue</span></strong> I’ve pasted the FTC’s summary explanation of these principles (found on pg. 41 of the report) followed by examples from TRUSTed Ads and TRUSTe Mobile Privacy Certification that demonstrate these principles in action.</p> <p><strong><span style="color: #0000ff;">Simplified Choice: Companies should simplify consumer choice.</span></strong></p> <p><span style="color: #0000ff;">-For practices requiring choice, companies should offer the choice at a time<br/> and in a context in which the consumer is making a decision about his or<br/> her data.</span></p> <p style="text-align: center; "> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1029" title="ad_large" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/ad_large1.jpeg" alt="ad_large" width="392" height="158"/></p> <p>This is a screen shot from TRUSTed Ads, a TRUSTe product that helps companies provide consumers with notice and choice regarding online behavioral advertising practices. You’ll see that the ad notice launches via the blue <a href="https://web.archive.org/web/20110128211009/http://www.aboutads.info/" target="_blank">Advertising Option Icon</a> located in the upper-right hand side of the ad and the notice itself appears as a pop-up over the ad. We believe it’s important to provide consumers with same-page notice in this context, hence the pop-up notice. This can help a consumer make a decision about their data immediately – before they begin clicking through a site and generating additional behavioral targeting data.</p> <p><span style="color: #0000ff;"><strong>Greater Transparency: Companies should increase the transparency of their</strong><strong><br/> </strong><strong> data practices. </strong></span></p> <p><span style="color: #0000ff;">-Privacy notices should be clearer, shorter, and more standardized, to<br/> enable better comprehension and comparison of privacy practices.</span></p> <p style="text-align: center; "><img class="aligncenter size-full wp-image-1030" title="m2" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/m2.jpg" alt="m2" width="255" height="462"/><img class="aligncenter size-full wp-image-1031" title="m1" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/m1.jpg" alt="m1" width="253" height="465"/></p> <p style="text-align: left; "> <p style="text-align: center; "> <p style="text-align: left; ">Above are screen shots of TRUSTe’s mobile privacy notice format that’s part of our Mobile Privacy Certification program. You’ll notice it’s clearer, and much, much shorter that your standard online privacy policy. The format is also consistent across all mobile apps and mobile websites we certify and we believe the the graphical icons help consumer more readily understand what’s happening with their information and make informed privacy choices. An interactive demo of this mobile privacy notice format can be accessed <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/mobile_certification.html" target="_blank">here</a>.</p> <p><span style="color: #0000ff;">-Companies should provide consumers with reasonable access to data<br/> about themselves; the extent of access should depend on the sensitivity of<br/> the data and the nature of its use.</span></p> <p style="text-align: left; "> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1032" title="adp" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/adp.jpg" alt="adp" width="375" height="243"/></p> <p style="text-align: left; ">Above is a screen shot of TRUSTe’s Opt-Out Manager pane from TRUSTed Ads. Consumers can access this pane by clicking through the advertising privacy notice shown earlier in this post. This manager tool helps consumers access information about what companies are collecting and/or using their information to deliver behavioral advertisements and gives them the option to selectively or completely opt-out of this process.</p> <p><span style="color: #0000ff;">-Companies must provide prominent disclosures and obtain affirmative<br/> express consent before using consumer data in a materially different<br/> manner than claimed when the data was collected.</span></p> <p>I am happy to report that we already require this of our clients; our program requirements obligate our clients to prominently inform users of material changes to their privacy practices by either email or on-site advertisements 2 weeks to 1 month <em>before</em> the change takes effect.</p> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">Participant may post prominent notices on the Site for thirty (30)</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">calendar days prior to the implementation of the Material Change and a</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">description of how users may exercise any applicable choice pursuant to</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">Section III.E.2.b herein; or</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">ii. Participant may send an administrative e-mail to all users affected by the</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">Material Change fourteen (14) calendar days prior to the implementation</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">of the Material Change and post prominent notices on the Site for the</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">fourteen (14) calendar days prior to the implementation of the Material</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">Change. Both the e-mail and the notice shall contain a description of</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">how users may exercise any applicable choice pursuant to Section</div> <div id="_mcePaste" style="position: absolute; left: -10000px; top: 2303px; width: 1px; height: 1px; overflow-x: hidden; overflow-y: hidden;">III.E.2.b herein</div> <p>In all, the FTC report has validated the approach TRUSTe has taken to consumer privacy of late. Nonetheless, were definitely iterating our products shown above and working to make them even better. We welcome your feedback. Similarly, the FTC is asking interested parties to submit comments to specific privacy questions it raises in the report. The FTC will consider received comments as it further develops and refines the proposed framework for its final report. You can submit comments <a href="https://web.archive.org/web/20110128211009/https://ftcpublic.commentworks.com/ftc/consumerprivacyreport/" target="_blank">here</a>.</p> <p><script type="text/javascript">// <![CDATA[ window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); // ]]></script></p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1007" show_faces="false"></fb:like></p> <p class="info"> <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1007#comments" class="commentlink" title="Comment on Simplified Choice, Greater Transparency? We’re on it!">1 comment</a> <em class="date">December 9th, 2010</em>  </p> </div>  <div class="entry"> <h2><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?p=1002" title="Permalink">Thoughts on FTC Privacy Report</a></h2> <p><strong><span style="color: #888888;">By Fran Maier </span></strong><br/> <span style="color: #888888;"><em>President</em></span><br/> <span style="color: #888888;">TRUSTe</span></p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1003" title="ftc" src="https://web.archive.org/web/20110128211009im_/http://www.truste.com/blog/wp-content/uploads/ftc.tiff" alt="ftc" width="388" height="131"/></p> <p>TRUSTe welcomes yesterday’s <a href="https://web.archive.org/web/20110128211009/http://ftc.gov/opa/2010/12/privacyreport.shtm"><span>FTC Privacy Report</span></a>, on “Protecting Consumer Privacy in an Era of Rapid Change.” Generally, we think that the Report is a positive inquiry that balances the need to protect consumer privacy while continuing to foster innovation in today’s online technology-driven markets. The Report reflects a thoughtful understanding of the changing nature of the online ecosystem – with the advent of mobile and other platforms – and highlights the complex questions posed by the collection and use of consumer data in the digital age.</p> <p>The Report is a <em>preliminary</em> examination into consumer privacy, and is the result of <a href="https://web.archive.org/web/20110128211009/http://www.ftc.gov/bcp/workshops/privacyroundtables/"><span>a yearlong series of roundtable discussions by FTC staff</span></a> with industry and other stakeholders, to which TRUSTe submitted comments. The report includes the results of the FTC Staff discussions and also proposes a framework to promote consumer privacy. Specifically, the Report identifies “Privacy by Design,” “Simplified Choice,” and “Greater Transparency” as the key elements of this framework in addition to Accountability. Of course, the concepts of choice and transparency are already familiar to TRUSTe seal holders and we were pleased to see that many of the recommendations in the FTC Report are already part of our privacy seal program. In fact, the Report highlights our <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/trusted-ads.html"><span>TRUSTed Ads program</span></a> as an example of providing consumer choice around behavioral advertising practices. We also believe our <a href="https://web.archive.org/web/20110128211009/http://www.truste.com/privacy_seals_and_services/enterprise_privacy/mobile_certification.html" target="_blank">Mobile Privacy Certification</a> demonstrates simplified, icon-driven privacy notices that are more consumer friendly.</p> <p>In the coming weeks, we will be hosting a webinar to discuss the FTC’s proposed consumer privacy framework and will delve a little deeper into the areas of “Privacy by Design,” “Simplified Choice,” and “Greater Transparency.” We hope that you will be able to join us and we encourage you to send us any questions you have about the Report in advance of the webinar. You can also <a href="https://web.archive.org/web/20110128211009/https://ftcpublic.commentworks.com/ftc/consumerprivacyreport/"><span>submit online comments</span></a> directly to the FTC on or before January 31, 2011.</p> <div id="fb-root"></div> <p><script> window.fbAsyncInit = function() { FB.init({appId: '116646051707468', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.async = true; e.src = document.location.protocol + '//web.archive.org/web/20110128211009/http://connect.facebook.net/en_US/all.js'; document.getElementById('fb-root').appendChild(e); }()); </script></p> <p><fb:like href="http://www.truste.com/blog/?p=1002" show_faces="false"></fb:like></p> <p class="info"> <span class="commentlink"></span> <em class="date">December 2nd, 2010</em>  </p> </div>  <p> <span class="next"></span> <span class="previous"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?paged=2">Previous Posts</a></span> </p> </div>  <hr class="low"/>  <div id="subcontent"> </p> <p><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/"><img src="https://web.archive.org/web/20110128211009im_/http://www.truste.org/images/truste_press_banner.jpg" alt="TRUSTe" name="TRUSTe" width="82" height="86" id="TRUSTe" align="middle" hspace="50"/></a></p> <h2><em>Categories</em></h2> <ul class="categories"> <li class="cat-item cat-item-1"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?cat=1" title="View all posts filed under All">All</a> </li> <li class="cat-item cat-item-115"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?cat=115" title="View all posts filed under Capitol Hill News">Capitol Hill News</a> </li> <li class="cat-item cat-item-114"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?cat=114" title="View all posts filed under Mobile">Mobile</a> </li> <li class="cat-item cat-item-3"><a href="https://web.archive.org/web/20110128211009/http://www.truste.com/blog/?cat=3" title="View all posts filed under Privacy 365">Privacy 365</a> </li> </ul> <h2><em>Links</em></h2> <ul class="links"> <li><a href="https://web.archive.org/web/20110128211009/http://watchdog.truste.com/pvr.php?page=complaint" title="File a privacy complaint against a website TRUSTe certifies. 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