Eye on Privacy: What If We All Decided to Do the Right Thing?
My third encounter was with advance consent marketing with a negative option. I signed up online with a well-known publisher and received online access and offline materials for the program I wanted. I was surprised when I also received the first in a series of books related to, but not part of, my initial order. I'm sure that during the order process, I inadvertently failed to uncheck the box that said I wanted more books on this topic every month for the foreseeable future. The publisher accepted my cancellation with the returned merchandise. I was more frustrated with myself than I was with the marketer, because I know to look for those prechecked boxes. But should I have to? As marketers, shouldn't our offers provide enough value that consumers want to check the box themselves?
In all my examples, the marketers followed the rules. The question is, did they do the "right" thing? I don't know for sure, but I do know it's a matter of trust.