The US-based internet advertising company DoubleClick yesterday
announced that the Federal Trade Commission has closed its inquiry
into the advert serving and data collection practices of the
company.
The investigation began in February 2000 after consumers
expressed concerns that the company could create personalised
profiles of them.
In a letter to the company, the FTC stated:
“it appears to staff that DoubleClick never
used or disclosed consumers' PII [personally identifiable
information] for purposes other than those disclosed in its privacy
policy.'' In addition, the FTC concluded that DoubleClick “has not
used sensitive data for any online preference marketing
product.”
Over the course of the past year, DoubleClick has launched new
initiatives to protect consumer privacy and deflect criticism
levelled at its controversial marketing practices. Included in
these initiatives was the appointment of a Chief Privacy Officer
and the establishment of a Consumer Privacy Advisory Board. It also
commissioned privacy audits conducted by
PricewaterhouseCoopers.
“DoubleClick remains committed to ensuring the highest level of
on-line consumer privacy, both within our company and throughout
the industry,” said Kevin Ryan, Chief Executive Officer of
DoubleClick.
