Zillow Group Enhances Digital Privacy Practices
Zillow Group is making significant strides in ensuring digital privacy and compliance with industry standards. This initiative comes after the company collaborated with the BBB National Programs’ Digital Advertising Accountability Program (DAAP), which oversees the adherence to self-regulatory principles for online advertising.
Compliance with Advertising Standards
In a proactive measure, the DAAP monitored various brands under the Zillow Group, including Zillow, Trulia, HotPads, and StreetEasy. The monitoring revealed inconsistencies with the Digital Advertising Alliance’s (DAA) guidelines for online interest-based advertising (IBA). It was observed that not all brands provided clear notices about data collection practices, which are crucial for transparency.
Findings from the Review
During a thorough review of Zillow’s digital properties, DAAP identified issues such as broken links and missing enhanced notices, which created gaps in the transparency principle insisted upon by the DAA. Additionally, it was noted that there was earlier collection of precise location data through the Zillow mobile app. However, this activity was ceased once investigation was initiated.
Zillow's Response to Privacy Concerns
The Zillow Group took immediate action in response to these findings. The organization performed a comprehensive self-evaluation of its platforms, pinpointing specific areas needing enhancements. By collaborating closely with DAAP, Zillow proposed methods to correct these issues effectively and align with DAA standards.
Implementation of Enhanced Notice
In alignment with the DAA Principles, the Zillow Group introduced several important measures. One significant change included the addition of “Ad Choices” links in the website footers for all its primary brands. This was designed to guide users toward detailed information about how their data could be used for interest-based advertising.
Updates to Website Privacy Notice
The organization also made critical updates to the Privacy Notice, emphasizing how it utilizes interest-based advertising. The notice not only describes the third-party tracking practices used but also provides users with direct access to manage their advertising settings. This reflects a commitment to user-centric practices.
Mobile Application Enhancements
The company further ensured compliance with mobile advertising standards. The inclusion of comprehensive links within mobile application settings connects users directly to privacy disclosures and the Privacy Portal. This allows users to navigate their advertising preferences efficiently.
Enhanced Notices in Mobile Apps
To strengthen transparency, “Ad Choices” links have also been integrated into the settings of its mobile applications. This allows seamless access to critical information about data collection and IBA, enhancing user control over privacy settings.
About BBB National Programs and DAAP
BBB National Programs is vital in promoting transparency and accountability among businesses. They provide a platform for self-regulation in the digital advertising domain. The Digital Advertising Accountability Program works tirelessly to enforce privacy principles, ensuring that organizations maintain user trust through ethical advertising practices.
Frequently Asked Questions
What steps is Zillow taking for digital privacy compliance?
Zillow is updating its website and mobile applications to ensure compliance with DAA standards, including providing clear notices and links for user privacy preferences.
How are users informed about data collection?
Zillow has added “Ad Choices” links and updated the Privacy Notice prominently to inform users about data collection practices.
What was found during the DAAP review?
The review revealed broken links, inadequate notices, and previous collection of precise location data which has since been addressed by Zillow.
Why is the DAA's Transparency Principle important?
The Transparency Principle is crucial as it ensures consumers are informed about how their data is used, allowing them to make informed decisions regarding their privacy.
How does the Digital Advertising Accountability Program help?
DAAP provides guidance for businesses to adhere to online privacy standards and responds to consumer complaints regarding digital privacy.
