Bill Would Limit Personal Data Retailers Collect
Fifty-three percent of respondents to a RetailWire poll
in February said that obtaining zip codes of customers was somewhat or very
critical for retail marketing efforts. The California Supreme Court may have
been cognizant of that view but in a recent decision nonetheless made it illegal
for retailers to collect customers’ zip
information when they paid with credit cards. While collecting zips might be
good for retailers, the court reasoned, it violated the state’s right
to privacy laws.
Far away from California in Louisiana, legislation is being
considered that seeks to keep retailers from collecting personal data for marketing
Rep. Austin Badon, who introduced the legislation, told The Times-Picayune,
he was asked to supply personal information by a store clerk when he wanted
to make a purchase.
"Why do I need to to give you my phone number to buy dog food," he
asked the clerk.
Many of Mr. Badon’s constituents have reported being
asked to supply personal data including, telephone numbers, zip codes and more.
Badon has expressed a willingness to amend the bill to address practical concerns
of retailers and others.
- Keep Your Hands Off My Zip Code – RetailWire
- Bill would ban retailers from seeking personal data for marketing purposes
– The Times-Picayune
Discussion Questions: Do you feel retailers are overreaching on the personal information they collect from consumers? What are legitimate pieces of information about consumers that retailers need to collect?