yourself-consumers do pay attention to privacy
February 28, 2000
BY MICHAEL KRAUSS
is one of an ongoing series on interactive marketing leaders who
are doing things other marketers can learn from. They are not
yet household names, but the executives we profile are laboring
in the trenches today and will be in the headlines tomorrow. They're
the emerging leaders of an emerging marketing discipline.
rank and serial number: Bart Lazar, 38, partner, Seyfarth,
Shaw, Fairweather & Geraldson in Chicago. Defended the first
enforcement action brought by the Federal Trade Commission involving
Internet privacy issues.
"Do it right the first time."
business people should care about privacy: Because customers
care. "You're developing a relationship with them. If customers
know you care about them, it helps. Surveys show that people care
if they see a privacy statement, and they care if your privacy
statement's been approved by a third party, such as TrustE."
privacy is a big deal now: "Consumers have been
signing off on credit card agreements for years that allow solicitations,
(but) online is a little bit different because the solicitations
can happen quicker."
key lessons from the GeoCities case: "Play Boy Scout-be
prepared. The GeoCities case began when "the FTC did an Internet
surf day. They checked out the top 100 sites on the Internet…
to see what kind of information each company collected from consumers
and whether the sites had privacy statements." It ultimately
boiled down to interpretations of (the) privacy statement."
So, "Figure out what you're doing and then write a privacy
statement that covers it. It's not expensive."
the PC will act as protection: Lazar predicts that the
computers of the future will include a privacy capability that
will keep track of the types of information owners are willing
to give out.
advice: It can't be said often enough: "Make sure
your privacy statement is clear, concise and accurate."
is a partner with Diamond Technology Partners in Chicago.
He can be reached at email@example.com.