Future of Privacy Forum Announces Research Initiative to Develop Effective Messages...

Future of Privacy Forum Announces Research Initiative to Develop Effective
Messages to Communicate With Users About Online Data Use

Project will examine successful ways to provide more transparency and control
to users

WASHINGTON, May 19 /PRNewswire-USNewswire/ -- Today, the Future of Privacy
Forum (FPF) announced a major research initiative that will examine different
methods for communicating with users about online advertising and privacy
practices. The study will explore potential tools and notices that companies
could use to raise consumer awareness regarding the use of online behavioral
advertising data. The research will also provide more transparency about how
information is used in relevant advertising practices.

Jules Polonetsky, co-chair and director of the organization, said today "FPF
is dedicated to promoting transparency in data practices that will enhance
consumer trust and enable both privacy and personalization. By engaging
consumer communication experts we will seek to design and test different
communication tools that help users effectively understand the key advertising
practices in use today."

The initiative follows a recent report issued by the Federal Trade Commission
(FTC), which called on the industry to conduct research about the effects of
possible disclosures on consumer understanding in the field of online
behavioral advertising.

In support of the research project, FTC Commissioner Pamela Jones Harbour said
today, "Most consumers do not fully understand the types and amount of
information collected by businesses, or why the information may be
commercially valuable. To the extent that the industry currently attempts to
provide notice and choice to consumers, such efforts are insufficient. It is
my hope that this research will help educate the industry and government about
more effective ways to communicate with users and remove any confusion
consumers may have about data use."

Christopher Wolf, the other co-chair of FPF noted, "As progress is being made
by government and trade groups to develop new rules and guidelines surrounding
online behavioral advertising disclosures, our goal here is to help inform
these groups and provide additional guidance about the most effective ways to
communicate with users."

Over the next several weeks, FPF will be working with creative experts and
research specialists at WPP and others, to develop a variety of notices that
will resonate with consumers and begin to test them with users. Professor
Mary Culnan from Bentley University will assist in these efforts. The
research will also incorporate input from the general public about effective
ways to inform consumers of behavioral advertising practices. The new
research initiative is supported by a wide variety of industry players,
including some of the organizations that already provide support to FPF. In
addition to Culnan and WPP, members of the working group include AOL, AT&T,
eBay, Facebook, Intel, The Nielsen Company, TRUSTe, Verizon and Yahoo.

Polonetsky stressed, "Privacy policies will continue to play an important role
in legally binding companies to commitments and providing essential details
regarding their data practices. Widespread agreement now exists, however, that
more candid, prominent, and engaging methods are needed to ensure that
trustworthy and meaningful communications are provided to users."

FPF hopes to release materials from the initial phase of the research by the
end of the summer.

What Others Are Saying About The FPF Research Initiative

"AOL has done research that showed consumers value diversity in how we
communicate to them about privacy, and FPF's new research will explore
innovative ways of engaging and educating consumers."
Doug Miller, Executive Director of Consumer Advocacy & Privacy, AOL

"When it comes to online data practices, transparency by all actors in the
online ecosystem is needed to ensure that consumers are in control of their
online experience. We at AT&T are happy to see Polonetsky and Wolf at the
Future of Privacy Forum embark on a research project that will hopefully
provide more insight into how to effectively communicate consumer options and
control online."
Dorothy Attwood, Senior Vice President, Public Policy and Chief Privacy
Officer, AT&T

"TRUSTe has long guided our thousands of sealholders to make privacy notices
more accessible -- from advocating for layered notices to the 'just-in-time'
choices for downloadable software. TRUSTe is pleased to provide practical
input to FPF on this new research initiative that we expect will contribute to
our ongoing efforts to provide more trustworthy notices to consumers."
Fran Maier, Chief Executive Officer, TRUSTe

"Yahoo! believes that offering customized experiences on our sites and our ad
network provides real benefits to users. Research into how best to
communicate with consumers about these uses of data and their options is
essential to engendering trust and ensuring a compelling online experience."
Anne Toth, Vice President of Policy and Head of Privacy, Yahoo!

The Future of Privacy Forum (FPF) is a Washington, DC-based think tank that
promotes transparency in data practices that are both practical for businesses
and ensure personal autonomy for consumers. The forum is led by Internet
privacy experts Jules Polonetsky and Christopher Wolf and includes a robust
advisory board comprised of leading figures from industry, academia, law and
advocacy groups. FPF was launched in November 2008, and is supported by AOL,
AT&T, eBay, Facebook, Intel, The Nielsen Company, TRUSTe, Verizon and Yahoo.
FPF invites and welcomes the support of other companies committed to advancing
privacy practices.

SOURCE Future of Privacy Forum

Future of Privacy Forum, +1-877-842-2226, media@futureofprivacy.org