The biggest decision facing a DIYer in the paint store used to be whether Dusting of Snow or Wistful Beige was right for the dining room. But nowadays more businesses are making express claims about their products, including purported environmental benefits. Two of the nation’s leading paint companies — The Sherwin-Williams Company and PPG Architectural Finishes, Inc. — advertised that some of their paints were free of volatile organic compounds (VOCs).
Old Blue Eyes wasn’t in the tech biz, but before giving the ring-a-ding-ding to a B2B transaction that allows partners to share customer data through software one company licenses to the other, we’re guessing he would have agreed with some basic principles derived from the FTC’s proposed settlement with web analytics company Compete, Inc.
Twenty years ago nobody told their third grade classmates they wanted to go into web analytics when they grew up. But unlike cowboys and dinosaur wranglers, the analytics business is booming. Information about consumer behavior can offer companies helpful insights to boost web traffic and sales. But as a recent FTC settlement suggests, it’s wise to be transparent about your practices and take reasonable and appropriate measures to keep sensitive information secure.