Bell (TSX:BCE) has done a U-turn and agreed to abide by a ruling from Ottawa’s privacy watchdog after initially refusing to seek explicit consent when collecting sensitive customer data for targeted ads.
The Office of the Privacy Commissioner of Canada began investigating the telecom giant in August 2013 following “an unprecedented number of public complaints” against Bell when it announced it was launching the relevant ad program (RAP).
The RAP was meant to comb through customer network usage and account information for the purposes of sending targeted ads to subscribers.
The OPCC blasted Bell in an April 7 report, saying the wireless provider’s opt-out model was insufficient and failed to obtain “adequate consent” from customers.
Bell required customers who did not wish to be part of the RAP to click a link at the bottom of the program’s website and follow a number of prompts. If they did not, customers would be automatically included in the program.
“In our view, the sheer breadth of information being used or contemplated for the RAP (including internet, telephone and television network usage information, as well as account/demographic information) renders such information more sensitive when compiled,” the report said.
Bell initially refused to abide by the OPCC’s recommendation that it move from an opt-out model to an explicit opt-in model.
The OPCC said it would consider taking the issue to federal court but on April 8, the telecom giant said it would accept the OPCC’s recommedation for an opt-in model.
“We’re dedicated to protecting customer privacy and thank the commission for clarifying the rules,” Bell spokesman Jason Laszlo said in an email.
“These are rules that must apply not only to Canadian companies but to international companies operating here, like Facebook and Google, to ensure a fair and competitive marketplace.”
Bell declined an interview request with Business In Vancouver.
