From a marketing perspective, it has been a truism that having more data about your target customer is always better. But with the increasing regulation of data collection, storage and use, marketers, and particularly those operating in the online arena, now need to ask themselves a number of questions before gathering that extra bit of data, including: Can I legally collect it? How long should I retain it. And finally, do I really need it; i.e., does the utility of the data outweigh the risks of collecting it? This program will provide an overview of recent developments in the regulation of data collection, storage and use, including State and federal laws governing data collection and data privacy, Federal Trade Commission enforcement actions under COPPA and Section 5 of the FTC Act Private lawsuits relating to data collection, privacy and security.
The program will conclude by offering some guidelines for the marketer to use in answering these questions.