While there is no general federal privacy law governing the collection of personal data online, several related bills have been introduced in Congress. Web sites that collect health or financial information, or information from children or non-U.S. residents, may need to comply with specific U.S. and foreign laws, Glaser said.
Along with a policy, itâs equally important to ensure that it is easily accessible wherever the site user is asked to provide information. And, Glaser said, marketers must stick to what they say in their privacy policies. In the past year, the FTC has made good on its promise to enforce Web site policies by filing charges against several companies that collected personal information but failed to use and protect it in the manner described in their privacy statements, she said.