How Much is Too Much? How Marketing Professionals can Avoid Violating Privacy Laws by Understanding the Privacy Principles

How Much is Too Much? How Marketing Professionals can Avoid Violating Privacy Laws by Understanding the Privacy Principles

Nicholas P. Robinson (McGill University, Canada) and Prescott C. Ensign (Telfer School of Management-University of Ottawa, Canada)
Copyright: © 2009 |Pages: 14
DOI: 10.4018/978-1-60566-204-6.ch006
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Abstract

A marketeer’s point of view is presented in this chapter. Although legal restrictions safeguard processes and restrict annoying intrusive techniques, protecting customers, it can be argued that responsible privacy practices in the marketing profession will add value for consumers. As businesses compete with greater intensity to provide the customer with control over areas such as product offerings, services provided, and account management, privacy standards, being an important part of the customer-company relationship, formulate the grounds upon which businesses compete to provide greater customer control.
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Background: The Privacy Principles In Action

The privacy principles elaborated in PIPEDA serve as a guide to businesses and others who are subject to the Act. The privacy principles apply to all personal information that is “collected, used, or disclosed by an organization in the private sector” (Tacit, 2003, p.1). Personal information, according to the Canadian Act, includes information about any “identifiable individual, other than an individual’s name, title, business address or telephone number as an employee of an organization” (Tacit, 2003, p.1). Exceptions are included for artistic and journalistic pursuits, and other areas of public interest where privacy law could be prohibitive to a socially beneficial activity (Tacit, 2003, p.3).

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