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http://privacylaw.proskauer.com/

Archived: 04/03/2008 at 19:43:13

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Consumer Advocates Target Online Behavioral Advertising: Broad Regulation Threatens to Impede Delivery of Relevant Advertising and Business Models for Free Online Content

In the wake of the December 2007 FTC statement proposing self-regulatory principles for businesses that are engaged in online behavioral targeting (click here for earlier blog post), that activity has continued to provoke consumer groups who advocate for government regulation. The legislature in New York has taken notice and is considering a first of its kind bill, the Third Party Internet Advertising Consumer's Bill of Rights Act of 2008, to regulate third parties Internet advertisers’ tracking activities. The New York legislature’s activity coincides with significant opposition in the European Union to online behavioral advertising practices.   

Online behavioral targeting is the process of tracking online users’ behavior and serving ads tailored to that behavior. While the methods vary, the primary methods used online are cookie-based, conveying to advertisers web pages a user visits. Companies may also use search data. This information is sometimes combined with demographic data such as geographic location, to help further personalize advertisements. Glossed over by consumer groups is the fact that tracking usually is conducted anonymously with data collected linked only to a computer’s Internet Protocol (IP) address, not name or other personally identifiable information. In addition, responsible Internet companies are expected to provide clear notice and opportunities for consumers not to participate in such programs. Still, consumer groups have seized on reports of Internet Service Providers contracting with companies such as Nebu-Ad, Phorm and Adzilla who use so-called “deep packet inspection” to collect data on every page a user visits rather than just those that are part of an online advertising network. 

The ongoing debate over online behavioral targeting is significant not only because such targeting enables consumers to receive ads that are more relevant and useful to them, but as the FTC has recognized, restrictions that inhibit companies’ ability to obtain advertising revenue may fundamentally affect the ability of the Internet to continue to offer valuable content for free.

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SEC Seeks to Better Protect Investors' Privacy With Proposed Amendments to Regulation S-P

In light of growing concerns over identity theft, data breaches, and the hacking of online brokerage accounts, the Securities and Exchange Commission (“SEC”) has recently proposed new amendments to Regulation S-P – the SEC’s existing privacy rules mandated under the Gramm-Leach-Bliley Act. The SEC’s unanimous approval of these proposed rules signals the Commission’s desire to more closely align its privacy guidelines with those of the Federal Trade Commission (“FTC”) and the Federal Banking Agencies, which adopted data breach notice rules in 2005. For regulated companies, however, the amendments could mean additional costs and liabilities.

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FTC Sets Sights on Goal: Student Lender Taken to School for Data Security Breakdowns

On March 4 the FTC announced that a consent agreement has been reached in its 17th case challenging data security practices by a company handling sensitive consumer information. Goal Financial, LLC, a San Diego-based student loan company, has agreed to implement a comprehensive information security program, avoid future misrepresentations about its data security practices, and receive independent, third-party audits of its data security program every two years for the next 10 years. The consent order does not provide for a civil fine.

According to the FTC's Complaint, Goal Financial "failed to provide reasonable and appropriate security for consumers' sensitive personal information" starting no later than September 1, 2004. The company's faulty security practices allowed employees to transfer over 7000 consumer files containing personally identifying information and financial histories to third parties. Additionally, in 2006 a Goal Financial employee allegedly sold company hard drives containing sensitive personal information of approximately 34,000 consumers in readable text.

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Seller Beware: Florida district court rules that FACTA applies to electronic receipts and receipts printed in stores

The Southern District of Florida has held that the Fair Credit Reporting Act (FACTA), applies to both electronic receipts from online purchases and receipts printed in stores. In Grabein v. 1-800-Flowers.com, Inc., 07-22235-CIV, 2008 WL 343179 (S.D. Fla. Jan. 29, 2008), Plaintiff filed a class action lawsuit after he used a credit card to purchase flowers through Defendant’s website and received a receipt that contained both Plaintiff's truncated credit card number and the card’s expiration date. Plaintiff alleged that printing both pieces of information violated FACTA, which provides:

No person that accepts credit cards or debit cards for the transaction of business shall print more than the last five digits of the card number or the expiration date upon any receipt provided to the cardholder at the point of the sale or transaction. 15 U.S.C. § 1681c(g).

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Caution: Children's E-Cards Could Result in COPPA Issues

The Federal Trade Commission has quietly changed its position on the level of parental consent required under the Children’s Online Privacy Protection Act (“COPPA”) for e-cards sent from a website directed to children.

Under COPPA, websites directed to children under 13 are required to obtain parental consent prior to the collection of personal information – including an email address or a first and last name – from children under 13. There are certain exceptions to this requirement, including the so-called “one-time use” exception, which permits websites directed to children to collect an email address to respond once to a child’s specific request, provided that the website deletes that email address after doing so. The FTC had taken the position that an e-card – which typically permits a child to send a message to a friend’s email account – fell under this exception. Thus, no parental consent was required.

At the end of last year, however, the FTC amended its “Frequently Asked Questions about the Children’s Online Privacy Protection Rule,” available at http://www.ftc.gov/privacy/coppafaqs.shtm, and specifically noted in response to the FAQ concerning e-cards (FAQ 44) that “where an operator’s e-card or forward-to-a-friend system discloses the sender’s email address or first and last name in the message, the operator must obtain verifiable parental consent before such collection and disclosure.” Accordingly, operators of websites directed to children must now comply with COPPA’s verifiable parental consent provisions before permitting children under 13 to send e-cards that disclose their email addresses or full names.

Proskauer's Tanya Forsheit Gives Web Exclusive Interview on Pending Data Breach Legislation

For Companies Whose Data Security Practices Are Lacking, Life is [Not So] Good

The Federal Trade Commission announced on January 17, 2008 that it has agreed in principle to a consent order with Life is good, Inc. and Life is good Retail, Inc. (collectively “Life is good”) resolving allegations that the apparel company collected sensitive information from consumers and failed to secure it in compliance with its own privacy and security policies. The consent order against Life is good, among other things, prohibits future deceptive privacy and security claims and requires the company to implement a comprehensive information security program that includes biennial audits by an independent security professional for the next twenty years.

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Ninth Circuit Upholds NLRB Test for Unlawful Employer Surveillance of Union Activities

In a unanimous panel opinion issued on January 28, 2008, the Ninth Circuit upheld the National Labor Relations Board’s (NLRB) newly-announced three-factor test for determining whether employer surveillance activity of potential union members is coercive and therefore in violation of the National Labor Relations Act (NLRA). The case, Local Joint Executive Board of Las Vegas et al. v. NLRB, No. 05-75515, -- F.3d --, 2008 WL 216935 (January 8, 2008), involved two incidents of alleged surveillance of union activities at Aladdin Gaming, LLC, in which Aladdin officials conferred with employees in the cafeteria who had been presented with union cards.

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State Attorneys General Announce Agreement with MySpace to Protect Children Online

Yesterday, attorneys general from 49 states (all but California’s) and the District of Columbia announced a sweeping agreement with MySpace under which the company will adopt new measures to protect children online. This announcement culminates many months of negotiations between a task force of the attorneys generals led by Richard Blumenthal, the Connecticut Attorney General and Roy Cooper, the North Carolina Attorney General and is reflective of the intense pressure on web 2.0 sites to protect children online. We previously posted about that pressure, reporting on state attorneys general investigations of MySpace and Facebook here and the subsequent New York attorney general settlement with Facebook here. The new agreement with MySpace is available as an attachment to the press release on the North Carolina Attorney General’s website. 

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First FACTA Disposal Rule FTC Settlement Leaves American United Down in the Dumps

On December 18, the FTC announced a settlement in its 15th case (and its first in 13 months) addressing the data security practices of companies handling sensitive consumer information. American United Mortgage Company agreed to pay a $50,000 penalty for failing to implement reasonable safeguards to protect customer information and failing to provide customers with privacy notices.

American United is the first FTC action taken pursuant to the Disposal Rule, promulgated in 2005, of the Fair and Accurate Credit Transactions Act (FACTA) of 2003. The complaint filed in the Northern District of Illinois in mid-December, asserted that the Northbrook, Illinois-based mortgage company disposed of several dozen consumers’ personally identifying information by leaving intact hundreds of documents in a nearby unsecured dumpster, in some cases in open trash bags. Indeed, even after the FTC provided written notice to American United that disposal of documents containing consumers’ personal information in this manner created a risk of unauthorized access, "on at least two occasions, additional intact American United documents containing consumers’ personal information were found in and around the same dumpster adjacent to American United’s office."

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