The ZIP Code Data Trail
BIG DATA—U.S.April 19, 2013
CNN reports on the data trail established when consumers willingly give their ZIP code to offline retailers when making a purchase. The combination of a name—given during a credit card purchase—and a ZIP code can help data brokers link a consumer’s purchasing habits with publicly available records for the purposes of targeted advertising. Privacy Rights Clearinghouse Director of Policy Paul Stephens said, “For the majority of the country, the ZIP code is going to be the piece of the puzzle that is going to enable a merchant to identify you.” The Massachusetts Supreme Court recently ruled that ZIP codes are personal information, preventing retailers from asking for ZIP codes for marketing purposes. Editor's Note: Read more about courts' recent ZIP code rulings in the May edition of The Privacy Advisor.