- Identify the personally identifiable information that is collected through the site.
- Describe any processes available for consumers to review and request changes to the data collected.
- Disclose how the website handles various “do not track” web browsing mechanisms.
- Disclose whether or not third parties are able to collect personally identifiable information while the individual uses the site.
Another challenge facing websites is identifying personally identifiable data. The Federal Trade Commission has identified proposed rules to define personally identifiable information as any information “linked or reasonably linkable to a consumer or a consumer’s device.” It is highly unlikely that any business website is not collecting this data. With digital marketing efforts now requiring a comprehensive “internet of things” data becomes the commodity.