InformationWeek

I use a notebook PC and had to search the BestBuy.com home page twice before I found the miniscule link to the company's privacy policy at the bottom of the page. Although many sites post legal notices at the bottom of each page, I think privacy policies should be treated as more than just another burdensome legal notice. They are the site's commitment to its customers that the company will respect our privacy and give us some control over the use of our personal data. Why, then, do so many sites put privacy notices with the legal stuff? Because their policies are written by lawyers. But it's not a good way to build trust with consumers.

To make matters worse, when you go to BestBuy.com's search engine and type in "privacy," you get a list of products with nary a mention of the privacy policy. This again sends a message that the company doesn't consider privacy a primary concern. And for some reason, it doesn't even list its privacy policy under the Policies link, which sends the consumer to shopping information.

When you do finally reach the privacy policy, it's disconcerting to read this comment near the top: "The Privacy & Security Policy is subject to change without notice." While this may be legally understandable, it's not encouraging to the consumer, nor is it much of a confidence booster.

The company uses bold type and headings to tell you what is in each section. The sections, however, are not very informative. For example, we are told that "information about your activity on this site is automatically collected when you sign in," but the policy fails to state what information is collected.

BestBuy.com does give consumers some clue regarding the use of personal information: "We use the information to notify you about any site changes. S" When it comes to products, the company will notify you of changes. But where the privacy policy is concerned, consumers are only encouraged to constantly check back to see what changes may have occurred.

BestBuy.com says it shares "your information with our vendors, suppliers and distributors in order to fulfill your orders. We do not sell or rent any of your personal information. S" But what about the vendors, suppliers, and distributors who are filling our orders? We may not have a clue who they are or what privacy policies they follow. BestBuy.com should tell us what efforts its has undertaken, if any, to protect customer information that has been shared with others.

The company tells us what cookies are, but it's unclear how they are used on the site.

BestBuy.com does a good job telling us how and when we can opt out. It provides an address if you want to mail a letter. But it only provides a General Questions contact form for online contacts. Is someone responsible for privacy issues? If not, why? If so, why doesn't the company list that person and let us know with whom we are dealing?

BestBuy.com has also done a good job of telling us what we can do to correct wrong information. The company doesn't, however, provide the name of an individual responsible for helping us with these privacy issues.

Regarding children's privacy, it's not very comforting to read the following: "If you are under 13 and would like to purchase items from BestBuy.com or provide personal information about yourself and your family, please ask a parent or guardian." This sentence conflicts another in the same section that says each user represents that he or she is 13 or older. What does the company do if it collects information from someone under 13? Does it ask children to provide information on themselves and their families?

Clear and conspicuous: Poor

Reasonably understandable: Fair

Designed to call attention to its significance: Poor

Notice as to what information is collected: Poor

Clear as to transfers of personal data: Fair

Clear as to access: Good, but would be improved by designating a person who is responsible

Instills consumers with trust: Poor. The policy could be improved and the company could have an outside organization ensure that it complies with its privacy standards.

BestBuy's Response: