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Sunday, July 26, 2009

Sears Settles with FTC on Information Tracking

By Mehmet Munur

FTC entered into a settlement agreement with Sears in June related to its failure to provide adequate notice to its customers during the sign up process for an information collection software. This settlement highlights the need to create accurate highlight notices for privacy policies.

Sears invited customers visiting the Sears.com website and kmart.com websites to join the My SHC Community. Sears paid the customers $10 to sign up to participate in the community. Customers downloaded and installed a “research” software for participating in the community after being presented with the privacy policy and a license agreement.

Sears mentioned on its marketing material that the software would confidentially track online browsing. However, the FTC charged that the software allowed Sears to monitor consumer’s online sessions including shopping carts, online bank statements, drug prescription records, video rental records, library borrowing histories, and the sender, recipient, subject, and size for web-based e-mails. FTC appears to be concerned that Sears’ “Privacy Statement and User License Agreement” did not discuss the full scale of the data mining until the 75th line of the agreement. The agreement stated:

Once you install our application, it monitors all of the Internet behavior that occurs on the computer on which you install the application, including both your normal web browsing and the activity that you undertake during secure sessions, such as filling a shopping basket, completing an application form or checking your online accounts, which may include personal financial or health information.

Therefore, the FTC argued, burying the scope of this information collection activity in the 75th line of legal agreement did not adequately disclose the fact that the consumer was allowing the tracking for all of his internet activity. This, the FTC concluded, was a deceptive practice under section 5 of the FTC act.

In hindsight, Sears probably did not need all of the data that it gather in the first place. The competitive advantage that Sears may gain in collecting and processing such sensitive financial and health data is likely to be outweighed by the disadvantages in maintaining the confidentiality of such sensitive information and the public relations problems that follow its disclosure. Even if Sears could in fact use this data, installation of software that practically works like a commercial key logger likely requires specific and unambiguous consent.

In light of the Sears settlement, corporations should consider building several layers of privacy policies. Article 29 Working Party and the UK ICO have proposed simplifying privacy policies to provide better notice to data subjects. Such a scheme would require that corporations build and use highlights notices that provide a summary of privacy notices that then provides links to the full privacy policy.

In fact, some corporations, such as Google and Microsoft, have started using the A29WP approach in their privacy policies. Note that the users would still be bound to the full privacy policy with such an approach. Therefore, this highlights notice makes privacy policies easy to understand for consumers while maintaining the detailed approach of a privacy policy. Possibly, Sears could have used such a privacy policy on its website and more accurately described its information collection.


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