In Poor Health: An Assessment of Privacy Policies at Direct-to-Consumer Web Sites

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Abstract
Overall, consumers are concerned about the privacy of their personal health information. However, they are also active seekers of health care information online. Many of these information searches lead consumers to Web sites sponsored by pharmaceutical companies that provide information about drugs that are available only through prescription. Many of these Web sites collect personalized information about site visitors to facilitate information exchanges between visitors and site sponsors. This study examines the types of information collected at Web sites that promote product-claim drugs and studies the privacy notices that such sites provide. The author evaluates the degree to which such notices comply with Federal Trade Commission Fair Information Practices. Drug Web sites collect a range of information through a variety of interactive methods. The Web sites have relatively high compliance with two of the Fair Information Practices, notice and choice, but they have poor compliance with the access and security Fair Information Practices. In addition, readability of the policies is low. The author discusses implications for the industry and public policy.

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