Users should have the ability to “opt-out” of any websites or databases that share their personal information. Opting out of any website or marketing list should be simple, permanent, and free. For the web properties we manage at People Search Media, identified users can opt-out their information at no charge. For databases we don’t control, we are working to create easy-to-use systems that assist consumers with the opt-out process.

Regardless of availability, most personal data should not be available to other consumers. Just because a piece of information can be obtained through “public record” or other legitimate means, does not mean that information should be shared with other users. At People Search Media, we do not knowingly share, sell, or reveal the following items under any circumstances:

• Information about minors and other vulnerable individuals
• Social security numbers
• Truncated social security numbers
• Cell phone numbers
• Phone records and call logs, including text messages
• GPS location of phones
• Medical, dental, or other health-related records

• Sexual preferences
• Religious beliefs or affiliations
• Driver’s license numbers
• License plate numbers
• Credit card numbers
• Bank accounts or router information
• Credit scores or histories

Honesty is always the best policy. We believe that honesty and integrity are the most important ingredients for building a great company, and we adhere to this principle in our day-to-day business decisions. That means being clear, upfront, and open.

For example, it’s common knowledge that most people will agree to the “fine print” on a website without fully reading it. That does not, however, give us permission to include clauses in our terms and conditions that consumers would otherwise be uncomfortable agreeing to.

How people intend to use data is just as important as the data itself. Similar to how information from companies like Facebook and Google can be misused, we understand that people search data carries inherent risk. Fortunately, we’ve found that most “people searches” online are for valid reasons that do not threaten the privacy of others. These primary reasons include reconnecting (e.g. locating an old classmate), safety (e.g. finding the source of a harassing caller), and verification (e.g. updating an address book).

By using “intent” as the basis for our marketing channels and product development, we believe we can significantly mitigate the risks related to information misuse. And by aggregating most of our data through public records sources—while purging out anything that does not serve one of the three primary reasons (i.e. truncated social security numbers)—we hope to create a business that successfully balances safety, data transparency, and product quality.

As it relates to privacy issues, significant work needs to be done to increase public awareness and corporate accountability. The public records and data industries are very fragmented and confusing. As more information becomes available online, more resources need to be devoted to educating the public about identity management. Furthermore, standardized practices and guidelines need to be instituted to ensure ethical behavior from businesses.

At People Search Media, we’ve launched a free education site at www.PrivacyAlerts.org to help consumers better protect their privacy. We are also working on innovative new solutions to help automate these privacy management processes.

Compliance with privacy laws and security regulations is only a starting point. People Search Media does everything within its power to fully comply with the Fair Credit Reporting Act (FCRA), Gramm-Leach Bliley Act (GLBA), Safe Harbor rules, and other data privacy standards. Given that Internet technology is generally outpacing the development of new regulations, we believe it’s our responsibility to go “above and beyond” what is required by law. When handling privacy issues that lack clear definition, our philosophy is to act within the spirit of existing frameworks and general consumer preference.

Companies should not collect more information from customers than is needed to fulfill their business functions. Nothing good comes from collecting or storing more information than necessary. Doing so increases security risks and violates user trust. At People Search Media, we only collect data that we think is reasonably needed for fulfilling our promises to customers now and in the future.

People search companies have a responsibility to ensure data quality and accuracy. Data quality is a very serious issue in our industry, because “coverage” is often a more influential economic driver than accuracy. Plus, database sources are expensive and time-consuming to update. That’s why many companies seem to just “look the other way” instead of properly maintaining their data integrity.

We feel that these companies pose a significant risk to the legitimacy of our industry. In the short-term, we realize that our business may not be as competitive due to our unwillingness to compromise on this issue. Over the long-term, however, we are confident that following this principle will be critical to winning the trust and loyalty of users.