In an informal survey, only one Web marketer at the Erotica convention in New York City said his site includes a privacy statement–and DIRECT Newsline couldn’t find it.
The exhibiting merchants, which range from adult movie marketers to fetish wear, admitted that they collect names, but most felt that on-site privacy policies were unnecessary, as they do not rent their names.
Only Neil Katz, director of marketing for Brooklyn, NY-based Bizarre Video Productions (http://www.bizarrevideo.com), said that his site posts a privacy policy. But a lack of familiarity with the issue may have caused some confusion on Katz’s part. A check of his Web site showed no mailing list policy statement, but rather a general alert that the content was of an adult nature. Bizarre Video swaps names with other adult marketers.
Some of the merchants that trade names within the industry admitted they don’t post notification of this and don’t offer consumers a chance to opt out. In fact, many seemed surprised that this was an issue among direct marketers.
Master Rufhorse, whose two new Internet sites (http://www.rufhorse.com and http://www.rufskirts.com) offer bondage, restraints and custom leather products, liked the idea and said that he would change the sites.
Rufhorse added that he had worked with the Direct Marketing Association at a promotions show several years ago, and was surprised that no one from the industry had brought these concerns to his attention.
“When we did our own survey last summer of the 100 top kid, business and shopping sites, we found that a majority in each of the three categories were already posting privacy policies,” said Chet Dalzell, a spokesperson for the DMA.
“We are confident that the market leaders are providing the benchmark for performance in privacy protection. We did not check adult sites, but a rising tide lifts all boats. Those sites with privacy policies will have repeat visitors.”
Guidelines for creating an Internet privacy policy are available through the DMA’s Web site (http://www.the-dma.org).
Erotica, which made its American debut at the Jacob K. Javits Convention Center yesterday after three annual shows in the United Kingdom, will run through April 18.
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