#CyberFLASH: Why Bell’s targeted ad approach falls short on privacy: Geist

bell.jpg.size.xxlarge.letterboxIn October 2013, Bell announced the launch of a targeted advertising program that uses its customers’ personal information to deliver more “relevant advertising.” The announcement sparked hundreds of complaints with the Privacy Commissioner of Canada and a filing by the Public Interest Advocacy Centre over the same issue with the Canadian Radio-television and Telecommunications Commission.

Nearly a year and a half later, the complaints and filings remain unresolved. The CRTC case has succeeded in placing considerably more information on the public record, however, offering a better perspective on what Bell is doing and why its privacy approach falls short.

From Bell’s perspective, the targeted advertising approach, which it calls RAP or Relevant Ads Program, does not involve the collection of additional information (it already collects whatever is being used) and the company allows users to opt out of this use of their information if they so choose. Moreover, it argues that the program is similar to what telecom companies in the United States as well as Internet giants such as Google and Facebook offer.

Yet documents now available on the public record reveal that there are important differences, creating serious privacy concerns.

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