This chapter discusses serious privacy concerns raised by database marketing. Today's marketers are gathering enormous amounts of information about individuals, and much of the database development occurs without the consent or awareness of consumers. Visit the following sites, and explain the contribution of each to the issue of online privacy. Note don't worry about the log ins. Look at the navigation to understand each of the companies and what is it that they do and why is it important to customer and protecting their private information.

Better Business Bureau: http://www.bbbonline.org

TRUSTe: http://www.truste.com