InformationWeek
Defining The Business Value Of Technology
July 17, 2000
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Privacy Evaluation: Yahoo
By Andrew Shen, policy analyst, Electronic Privacy Information Center.
This is a much longer and more confusing privacy policy than most. It even links to a separate policy called the Health Data Privacy and Security Policy. This labyrinth of privacy policies is not a surprise given Yahoo's advertising-based revenue model, which often entails sharing information about Internet users with advertisers.Yahoo seems eager to collect as much personal information as possible. The second paragraph of the privacy policy says, "The more information you volunteer (and the more accurate it is), the better we are able to customize your experience." Rather than emphasizing how to protect your privacy, Yahoo seems more interested in convincing you to give it up.
Much of the privacy policy is vague. For example, on the fourth page, the policy says that Yahoo "may disclose or access account information when we believe in good faith that the law requires it and for administrative and other purposes that we deem necessary to maintain, service, and improve our products and services." That's fairly open-ended. What if I disagree with Yahoo's appraisal of what is necessary? How will I know if my information is being disclosed in new, different ways?
The other major concern I have with this Web site's privacy policy, besides its complexity, is the lack of information it provides about its advertisers. It never identifies the advertisers or tells how to opt out of those ad networks. Some of Yahoo's users simply may not want to be targeted and profiled.
Yahoo's policy does improve on Amazon.com's in one respect: The end of the document lists a mailing address, a phone number, and links to several privacy organizations and the Federal Trade Commission.
Yahoo's Response:
Yahoo is working on a response. Please check back.
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