Description

New FTC principles in this report:

"The following four principles are those major changes:

* Transparency and Consumer Control: Every Web site that uses behavioral targeting should clearly and concisely spell out what they’re doing.
* Reasonable Security, and Limited Data Retention, for Consumer Data: The document states that “Companies should also retain data only as long as is necessary to fulfill a legitimate business or law enforcement need.”
* Affirmative Express Consent for Material Changes to Existing Privacy Promises: In other words, a company must keep its promises that it makes with consumers when it comes to protecting their data. If they get bought or merged with another company, those pledges still hold, unless consumers agree to the changes. If the company revises its policies on privacy, they must receive users’ consent before implementing the new rules.
* Affirmative Express Consent to (or Prohibition against) Using Sensitive Data for Behavioral Advertising: If companies want to collect “sensitive” personal data, it must get users’ permission before, not after, it starts collecting."