Third of top 50 websites automatically share user data with third parties
The privacy policies of more than a third of the top 50 websites disclose that the website owner automatically shares user data with third parties for commercial purposes, according to research by an online privacy solutions company.
The company, TRUSTe, studied privacy policies across the leading 50 websites in the UK (as defined by web analytics firm Alexa in March), which include Facebook, eBay and The Guardian.
It did not disclose which individual website policies stated they automatically share user data.
The research found that more than two-thirds of the policies disclosed the presence of third-party tracking technology on the website.
The company, which provides services to brands including Apple and eBay, claims its own green privacy seal is trusted by "millions of consumers worldwide as a sign of responsible privacy practices".
It also analysed the extent of user tracking on the top 50 websites, finding that users encounter on average 14 trackers per webpage.
Sixty-eight per cent of trackers belonged to third-party companies while the remainder were operated by the website owner.
The company claimed "most online privacy policies are not easily accessible to consumers" because of their length, which it found averaged 2,299 words, twice the length of the Queen’s Speech.
It found that only 16% of the top 50 websites had a summary section of their policy providing high level disclosures for consumers to easily digest.
Follow Daniel Farey-Jones on Twitter @danfareyjones
This article was first published on marketingmagazine.co.uk
- Recruitment Consultant Blue Skies Marketing Recruitment £25000 - £35000 per annum, Stratfordupon Avon
- Senior Account Manager Gemini Search £32000 - £36000 per annum, London
- Freelance Creative Blue Skies Marketing Recruitment £150 - £350 per annum, London
- Senior Interior Designer Blue Skies Marketing Recruitment £40000 - £50000 per annum, London
- Presentation Designer Blue Skies Marketing Recruitment £30000 - £35000 per annum, London
- Adam & Eve/DDB wins 2014 IPA Effectiveness Awards Grand Prix
- Enjoyed getting an hour back on Sunday? You'll get years back if you stop smoking, says charity
- Tiffany & Co hires MEC for $100m global media
- Mattessons Fridge Raiders campaign delivers AI robot to YouTube gamer
- HSBC launches Anyone's Game golf campaign
- Facebook and Airbnb sign up to D&AD New Blood