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"Opt-in or Opt-out" these are the new catch phrases in the world of Internet and consumer privacy. Modern technology is a wonderful tool that continues to revolutionize day-to-day business. However, for all of the good technology delivers, some are always poised to take advantage at any cost. Irresponsible and unethical marketing has now spread to the Internet with a vengeance!
The smart business owner knows the value of his or her list of customers. Advertising to your existing customer base has long been a staple of marketing. However creating new interest from "potential" customers has been a difficult task. Direct mail, for years, has been the low cost way to reach new customers in your local, statewide, or national market. But with the advent of the Internet, junk mail has taken on a new repulsive look. Today we surf the Internet at light speed. Eventually, we stop at friendly and (unbeknownst to us) inhospitable web sites. Most reputable companies ask you for your demographic data. They explain in detail why they are asking for your information and give explicit directions on how not to "Opt-in" to or "Opt-out" of their website if you are uncomfortable. The majority of these companies would like an easy way to track your consumer tendencies as they relate to how you purchase with them. With this data, they study it compared to others in their database that have given them similar permission. They will then send you electronic mail, which is cheaper than regular mail, with advertisements and specials.
In direct contrast, we also have the unscrupulous deviants who use technology to place small information parasites on your computer system. These parasites are called "cookies." Cookies are small pieces of code that can be transferred to your personal computer just by visiting a particular website. These micro-applications can be constructed to do simple tasks like return the user to the website easily. Others are equipped to return all of your personal information back to cyber-thieves who then seek to destroy your files, computer, and at times your life. In Europe, the countries have created a commission that governs how they obtain information from computer users. However, in America, we continue to let people misuse private citizens' personal data in the name of advertising and marketing.
Many companies are trying to police themselves by offering consumers the ability to opt-in or out of their website. Most often, the procedure to opt-out involves clicking a link on the advertisement sent through email. The link then redirects the users browser to a place where their name is deleted or marked for deletion from the database. The unsavory web marketing directors are probably hiding behind the fact that if you have done business with, inquired about, or visited a website you qualify as a customer. Even opting-out of a website would count as a visit. They may not be able to send you advertisements from the site you opted-out of, however they could send you advertisements under another of its many other sites as having had a "relationship" with their company. Even more the evil cookies are always transmitting your Internet Protocol (IP) address and sending valuable information to companies without the users consent.
Conclusion
A huge part of marketing is catering to your existing customer base. The technological advances made in the last 5 to 10 years have made that task easier. Databases are far more advanced, the Internet has produced a low cost way to distribute ads and promotions, and cookies have made collecting information seamless. However, irresponsible and unethical marketers have taken these advances and used them in ways that have intruded on the very privacy of individuals. Because legislators are not savvy enough, the fear is that calling on our lawmakers to help will hamper progress because they are apt to swing the pendulum to far in an effort to quail the problem.
REFERENCES
Search Engine Submission (00). The Opt-in or Opt-out Debate Retrieved from the World Wide Web August 15, 00. http//www.search-engine-submission-registration.com/info_center/6_ethics_marketing.html
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