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Studies Point to Benefits of Privacy Icons


November 16, 2010

Two recent studies indicate that privacy icons are effective, The New York Times reports. The first study, conducted by TRUSTe and Publishers Clearing House over six months, allowed users to click on an icon to learn about interest-based ads, provide feedback and opt out. Only 1.1 percent chose to opt out of all advertising networks. A study by Better Advertising and Dynamic Logic analyzed reactions to the Digital Advertising Alliance's icon, finding that 67 percent preferred brands that gave them more control, including opt-out provisions. "The level of transparency and control accrues really positive benefits to the brands that take this extra step," said Scott Meyer of Better Advertising. (Registration may be required to access this story.)
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