DoubleClick Goes On Offensive 6
Keelor goes on: "It seems that the auditing company has audited DoubleClick before (obviously did a lot of good)... and they call opting out like 'placing 'Do Not Disturb' signs on [your] door, rather than locking it.' Also, looking at the Privacy Choices Web site, everything but the links section seems to be just another way for DoubleClick to spread their propaganda. Oh, and get this - they'll be advertising the new site with their ad banners. Talk about irony: they'll be tracking how you got there."
Their section on "Understanding Your Rights" explains that you have no rights, unless you count the right to use a secure Web server. What you have, dear consumer, are responsibilities. It is your responsibility to:
"Read the Web Site's Privacy Policy." These policies, as groups like Forrester Research have found, are legalese intended to cover companies' butts. If not outright lies. DoubleClick's own privacy policy has gotten them sued.
"Check if the Web Site Has a Third Party Privacy Seal." DoubleClick doesn't.
"Disclose information only to Web sites with business practices with which you are comfortable." Or don't; it's all the same to DoubleClick, who found out about you the old-fashioned way: they bought a huge database of your purchasing habits.
And so on.
DoubleClick was "one of the first advertising companies to offer consumers the choice to receive targeted advertising and the ability to opt-out." By "choice" they mean that everyone on the Net receives target advertising unknowingly, and has no idea that DoubleClick is behind it. But, the 0.01% of us who read technical discussions of privacy issues will learn who they are and might visit their site to opt out. Freedom of choice!
And do you think their new site will get a few hits? They're driving traffic to it with 50million banner ads and full-page ads in major newspapers. Old saying: "never get in an argument with someone who buys ink by the barrel."
Still, nobody seems to be buying it, at least not yet. The New York Times (free reg. req.) has a splendidly skeptical story.
What Should Have Been Done (Score:1)
Obviously, what DoubleClick should have done was to sign on with TRUSTe. That, plus a quarter, would have solved [slashdot.org] everything, and bought a cup of coffee too.
Hit DoubleClick where it hurts! (Score:3)
A polite, well written, snail-mail letter addressed to the Director of Public Relations and/or the Director of Marketing of a company will get their attention. Marketing types realize that only a tiny fraction of people will bother to write a letter about a complaint; it does not take a very large number of letters to get a big company's attention. I recall an instance a year or two where Wal-Mart pulled a CD from their shelves nationwide due to ONE person complaining that it was offensive. Believe it or not, your word DOES make a difference, if you put it in writing (and come off as a polite but offended customer, rather than as a raving lunatic).
"The axiom 'An honest man has nothing to fear from the police'
Perm link for NY Times article (Score:1)
New York Times - free registration required DoubleClick Moves to Quell Privacy Debate [nytimes.com].
http://www.PrivacyDigest.com/
Ironic (Score:1)
Hereya go: (Score:1)