TRUSTe Launches Wireless Privacy Principles and Implementation Guidelines

Strategic Insights -

TRUSTe, the leading Internet privacy seal program, has announced the launch of its Wireless Privacy Principles and Implementation Guidelines, aimed at protecting consumer privacy in the rapidly growing mobile market. The program, which includes industry leaders like AT&T Wireless and Microsoft, seeks to establish standards for consumer notice and consent, particularly in the use of Location Based Services. The Wireless Advisory Committee, formed as part of this initiative, will work with wireless data and web service providers to ensure adherence to these guidelines.

Key Takeaways:

  • The Wireless Privacy Principles and Implementation Guidelines were launched by TRUSTe, a leading Internet privacy seal program, to protect consumer privacy in the mobile market.
  • The program includes industry leaders like AT&T Wireless, Microsoft, and HP, as well as consumer advocacy groups like the Center for Democracy and Technology (CDT) and the Privacy Rights Clearinghouse (PRC).
  • The Wireless Advisory Committee, formed as part of this initiative, will work with wireless data and web service providers to establish standards for consumer notice and consent.
  • Key principles within the guidelines include notice, third-party sharing, and the use of location-based information, which will be applicable to services like Location Based Services.
  • Wireless service providers like AT&T Wireless and Microsoft have committed to the program, with the goal of promoting adoption of emerging wireless services while protecting consumer privacy.
  • The principles require vendors to adhere to an "opt-in" only policy for Location Based Services, where consumers must give explicit consent before their location information is used.
  • Fran Maier, executive director and president of TRUSTe, stated that the program is "only the first, but most challenging phase, in launching a privacy program for the wireless medium to build trust with mobile users."
  • Wally Hyer, chief privacy officer of AT&T Wireless, highlighted the importance of strong privacy protections, saying that a privacy seal program will help consumers easily identify companies that put privacy first.
  • Microsoft acknowledged the role of industry groups in promoting privacy standards, and committed to working with other industry leaders to put consumers in control of their personal information.
  • The Center for Democracy and Technology (CDT) hailed the principles as an "important step toward assuring that the interest of individuals in the privacy of the information generated in their wireless communications is protected."

Statistics:

  • Over 1,300 web sites are currently certified through TRUSTe's seal program, including AOL, Microsoft, IBM, Nationwide, and The New York Times.
  • TRUSTe maintains a global privacy certification and seal program, with safe harbors for the Children's Online Privacy Protection Act (COPPA) and the EU Safe Harbor Framework.
  • TRUSTe's email certification program, Bonded Sender, provides a safe and trusted way for email senders to reach their customers.
  • The Wireless Advisory Committee has members from industry leaders like AT&T Wireless, Microsoft, HP, and consumer advocacy groups like the CDT and the PRC.

Sources:

  • "TRUSTe Announces Launch of Wireless Privacy Principles and Implementation Guidelines" (PRNewswire, Feb. 18)
  • TRUSTe website: http://www.truste.org/
  • AT&T Wireless press release: (Feb. 18)
  • Microsoft press release: (Feb. 18)
  • Center for Democracy and Technology (CDT) press release: (Feb. 18)