InformationWeek

The site map is probably the quickest path for most visitors searching for privacy information, but the path created by Southwest's Web-site designers is hardly intuitive: First click the Traveler Info link, then click the Policies link.

Even after the Policies link has been clicked, baggage information is the first company policy that appears. The important point is that even the best privacy policy on the Internet is inadequate if visitors can't find it. It's similar to writing a contract clause in print that's too small to be read. Also, clustering the privacy policy with organizational policies on pet travel and baggage sends a mixed message to Southwest customers and fails to highlight the unique importance of online privacy. However, the worst-case scenario, in which all of these organizational policies appear on one page, has been avoided.

Southwest's privacy policy scores points for not trying to bury information in legalese; what's there is understandable. And it's divided in a way that's easily digestible for consumers: E-mail, password, billing information, and so on. However, it's hard to overlook that the language is not very detailed and that more specifics need to be covered for consumers who would like to dig deeper. A good privacy policy offers links for those who want more information.

Finally, the date the policy was last updated appears at the bottom of the site. That's a good thing. Update dates send the message that the policy is a living document that changes as the need arises. However, this particular policy hasn't been updated since March 1999. At the least, privacy policies should be reviewed annually, and those reviews should be reflected in the update dates.