By Eric Sloan
Federal compliance in regard to mobile applications is very crucial to automotive dealerships — particularly when it comes to the sharing of personal information.
Mobile applications represent the ultimate advertising channel that provides the consumer with choice. An app must be downloaded — and the consumer can choose, at the device level, to control how the application will perform. The only thing the consumer does not have control over is how his or her personal information is shared.
And that’s why the Federal Trade Commission (FTC) and the state of California are leading the charge when it comes to mobile app compliance. They are cracking down, putting a major push on the privacy front.
It’s so serious that if you fail to respect this protection of the consumer, it can be costly. For instance, the FTC can seek civil penalties of up to $16,000 per privacy violation – measured by each consumer download – and the California attorney general is authorized to seek up to $2,500 per application download if privacy terms are not provided.
Consumer and regulator concern is centered on the theft and misuse of personal information. If you share consumer information, then say so. Tell consumers what information is collected and what is done with that information. And be sure to keep the information secure.
* Please note: The information provided herein is for educational and informational purposes only and should not be construed as legal advice. Readers should always obtain the advice of independent legal counsel related to their own specific and unique circumstances.
Eric Sloan is Vice President of Compliance for the industry leader in science based, results driven automotive marketing that provides a range of marketing services to the biggest and most innovative automotive organizations in the industry. For more information, email [email protected].