Tip: Minimize data collection on your Web site -- only collect enough personal data from visitors to provide them with your products or services or to allow them to participate in an activity on the site.

It is now common practice for Web sites to obtain information from users by requiring them to submit personal information before granting access to the site or certain sections of it. Many organizations find this information valuable in profiling and targeting users.

However, the less information you collect, the better. Web site users are more willing to provide more information as it is needed or if an incentive is provided. The more information you collect, the greater your risk of exposure and potential misuse of information.

Here are a few tips to keep in mind when developing or revamping a data collection page such as a registration form, newsletter subscription page, or contest entry page:

• The collection form should indicate "required" and "optional" fields.
• On the collection page, tell users why you are collecting their personal information.
• Collect only the information you need for the purpose of allowing the user to participate in a selected activity or receive certain products or services.
• Collect age only if required for the selected activity. Remember, the Children's Online Privacy Protection Act (COPPA) is triggered whenever a Web site collects both age-identifying information and personally identifiable information.
• Never collect sensitive information such as social security number, financial information, or health information unless it is required for the selected activity.
• Always use commercially reasonable practices such as encryption to protect information received -- and tell users about your data safeguards.

Read past tips at www.truste.org/sealholders/tech_tips.php.

 

Wiley Rein LLP