Privacy.Theconcept ofprivacyhasboth ethicalandlegalaspectsThereislegalconfusionregardingprivacyNo specificprivacyprovisionwithintheU.SConstitution.Privacyhasbeenaddressedinthecommonlawofthe courts.Withinsociety,privacyinterestscompetewithconcerns for safety, economics, and need forassociation with others.7001:070100111101000010010111010010C2006PrenticeHa
©2006 Prentice Hall 5-6 • The concept of privacy has both ethical and legal aspects. • There is legal confusion regarding privacy. • No specific privacy provision within the U.S. Constitution. • Privacy has been addressed in the common law of the courts. • Within society, privacy interests compete with concerns for safety, economics, and need for association with others. Privacy
Privacy Within Digital ContextsAMACode ofEthicsforMarketingontheInternet:“informationcollected from customersshould be confidential and used only forexpressedpurposes.OnlineadvertisingfirmssuchasDoubleClickhavetraditionallyrecordedusers'clickstreamstoform userprofiles formarketingpurposes.·Controversyarosein2000whenDoubleClickacquired consumer names, addresses andbuying histories and planned to combine theoffline data withclickstream data1001070001111010000100101110100102006PrenticeHa
©2006 Prentice Hall 5-7 Privacy Within Digital Contexts • AMA Code of Ethics for Marketing on the Internet: “information collected from customers should be confidential and used only for expressed purposes.” • Online advertising firms such as DoubleClick, have traditionally recorded users’ clickstreams to form user profiles for marketing purposes. • Controversy arose in 2000 when DoubleClick acquired consumer names, addresses and buying histories and planned to combine the offline data with clickstream data