Are Your Audience-Building Efforts Suffering Due to Consumer Privacy Concerns?

Joanne Furtsch

Wed, 3rd September 2014


Speaker Bio 1:
Joanne Furtsch is a leading expert in global online privacy practices spanning website, advertising, mobile and application privacy with deep specialization in COPPA andEuropean Union Safe Harbor compliance.

Joanne is currently Director of Product Policy at TRUSTe the leading online privacy certification authority. Joanne joined TRUSTe in 1999, and oversaw many operational, policy and product functions, and is responsible for TRUSTe's program requirements that define the basis of the certification products and operations. She graduated with a B.A. in Finance from California State University, Fullerton, and holds both CIPP and CIPP/C certifications.

Learning Objectives:

Joanne will explain:

  • The intricacies of privacy online
  • Provide us with an overview of ‘Consumer Privacy Concerns’

Questions and answers

Max, Concise Courses:
@20: 10 What do you think of Facebook’s new privacy policy. Facebook it seems are now willing to sell our images and content as advertising without compensation or allowing us to opt out. Is this the new standard or the way a NASDAQ traded company should be operating?

Joanne Furtsch:
To be perfectly honest I have not read Facebook’s updated privacy policy. I guess that might be a surprise given that I do work in privacy and have done so for the last 14 years. TRUSTe’s approach is that you need to give consumers choice – especially around the sharing of their data and our standards around sharing information, or selling data, is that consumers need to have the opportunity to consent to that. That has been our approach with how to handle the transfer of data to third parties.

We also take a look at the context in terms of what type of data is being transferred, the levels of sensitivity associated with the data being transferred as well as how that data is going to be used.


Max, Concise Courses:
@21:57 Mozilla are now shipping their browser with advertising tracking cookies disabled by default. Do you see this as a victory for privacy or the death of traditional advertising?

Joanne Furtsch:
I think it is a way to provide people with a level of control. Setting defaults as ‘privacy friendly’ is one of the fundamental parts of what we call ‘privacy by design’, and that privacy should be the default. They key is also making consumers know what those settings are and what controls they have in relation to them exercising their controls based upon their values.

Privacy is about being able to exercise choice and express preference based upon your own personal values, so it needs to be clearly communicated what the defaults are, and how consumers can change those if they want to.