Some things to remember:
• Make your notices easy to find, easy to read and easy to act upon.
• If you’re using targeted marketing techniques to drive traffic to a call center, or even mail order, don’t forget to include notice about your uses of data about consumers.
• Driving traffic to a Web site should include something like a www.mybrand.com/privacy link.
• More and more, mail-order forms are being reconsidered by marketers who are struggling with increasing postal and printing costs. But keep in mind that this real estate normally contains your notice. Make sure the baby is not inadvertently thrown out with the bath water.
• Most, but not all, organizations have privacy policies on their Web sites. If you don’t, by all means put one up ASAP. If you do have one, make sure it is up-to-date and legible by consumers. Post a privacy link at the bottom of each page and in your e-mail communications.
• If you’re collecting information on a Web form for lead generation or co-registration purposes, make sure that consumers see the choices you offer for allowing or limiting data use.
• Many marketers also are making their notices consistent with other high-level branding messages. Consider touting the environmental benefits of providing choice to consumers in your notice. Or, note the ability to keep your prices low by dint of your responsible use of data. This is a good opportunity for you to engage your customers with your brand at this critical touchpoint.
• Lastly, for those marketers that are struggling with privacy policies that may have been eclipsed by changes in business models, please know there are resources to assist you in making the necessary changes while providing your customers with the notice they need to make informed decisions. The DMA has a section of its Do-The-Right-Thing that explains this in great detail.