An Imbalance Of Power: The Readability Of Internet Privacy Policies

Abstract

The gap is growing. While collection techniques by today’s business marketing professionals are becoming increasingly sophisticated, there is also an alarming lack of knowledge by Internet sur-fers about how companies track their online movements and use the information. The privacy policy is the document that provides the information regarding how the organization handles the dataflow in their organizations. The policy should answer the consumer’s question, “What is being done with the information that I provide when I am on the Internet?” But how understandable are these policies? This research project is a multiple case study in which the privacy policies of three organizations are evaluated in terms of their readability and their user-friendliness. The three online organizations selected include PrivacyAlliance.org, Dell.com, and Amazon.com.