In-Store Tracking Firms Sign Up to Code of Conduct

In the US, a group of in-store tracking technology firms have agreed to abide by a 'code of conduct' which will ensure that consumers are given the opportunity to opt out before stores can track their movement via their mobile devices.

The code, developed by data usage think tank The Future of Privacy Forum (FPF) in response to privacy concerns raised by Senator Charles Schumer, ensures that location analytics firms that track the activity of shoppers carrying Wi-Fi-enabled mobile devices put up conspicuous signs alerting them to the fact that tracking technology is being used, and telling them how to opt out.

Under the code, companies that collect this data must limit how the information is used and shared and how long it may be retained. The code also mandates that companies anonymize the data and explain in their privacy policy how they do so.

Companies which have signed up to the code include shopper analytics firm Euclid, whose CEO Will Smith says it has been working with FPF to release best practices for the retail analytics sector as a whole. Other signatories include ilnside, Mexia Interactive, SOLOMO, Radius Networks, Brickstream, and Turnstyle Solutions, and consumers can check who is on the list at www.smartstoreprivacy.com .

Senator Schumer comments: 'This agreement shows that technology companies, retailers, and consumer advocates can work together in the best interest of the consumer. There is still much more work to be done and I will continue to push for privacy rights to be respected and strengthened, but this represents real progress and I thank the Future Privacy Forum and these tech companies for their hard work hammering out this agreement.'

Web site: www.futureofprivacy.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.