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Adding a Privacy Policy to Your Website


The posting of a privacy policy on web sites is an industry standard best practice. Furthermore, a privacy policy is an important part of every web site because it communicates to customers about how a company collects and uses personal information. Creating a privacy policy requires a thorough evaluation of how your site and company collects, processes, uses, shares, and stores personally (e.g., name, physical address, email address, etc.) and non-personally identifiable data (e.g., click-stream data collected via cookies). Because of this, there is no industry standard about what a privacy policy should look like.


The Federal Trade Commission Fair Information Practices are not a privacy policy template; however, they can assist companies in developing privacy policies and statements. The Federal Trade Commission Fair Information Practices is accessible at http://www.ftc.gov/reports/privacy2000/privacy2000.pdf.


In order to participate in Blogads Yield Optimization Service, each publisher will need to update such privacy policy to include:

  • A statement of the fact that online behavioral advertising (“OBA”) and/or multi-site advertising is occurring;
  • A description of types of data that are collected for OBA and/or multi-site advertising purposes on each publisher and any third parties;
  • An explanation of how, and for what purpose, that data will be used or transferred to third parties; and
  • A conspicuous link to the OBA choice mechanism (e.g., opt-out link) provided by the NAI member, and/or a conspicuous link to the opt-out page on the NAI’s consumer website.

Here are some examples that publishers could use that would meet the above requirements.


Example #1:


We use third-party advertising companies to serve ads when you visit our Website. These companies may use information (not including your name, address email address or telephone number) about your visits to this and other Web sites in order to provide advertisements about goods and services of interest to you. If you would like more information about this practice and to know your choices about not having this information used by these companies, visit www.networkadvertising.org.


Example #2:


We allow third-party companies to serve ads and/or collect certain anonymous information when you visit our web site. These companies may use non-personally identifiable information (e.g., click stream information, browser type, time and date, subject of advertisements clicked or scrolled over) during your visits to this and other Web sites in order to provide advertisements about goods and services likely to be of greater interest to you. These companies typically use a cookie or third party web beacon to collect this information. To learn more about this behavioral advertising practice or to opt-out of this type of advertising, you can visit networkadvertising.org.


If you need additional help, there are several interactive, web-based tools, developed to help create an online privacy policy. Here are links to some of those resources, which you can share with your sites:


http://www.truste.org/docs/Model_Privacy_Policy_Disclosures.doc


http://www.privacyalliance.org/resources/ppguidelines.shtml


When drafting your privacy policy, it is important to remember that a site’s privacy statement is a promise between the site owner and the visitors to the site.

 

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