Watch out for breaches in content privacy rules, expert warns
Stepped up enforcement of laws including the federal Children’s On Line Privacy Protection Act are causing more retailers to take a closer look at content management systems, experts say. "There’s a heightened need to have a content compliant web site," says Greg Dierickse, senior product marketing manager for Documentum, a provider of content management technology.
Dierickse says a major concern so far this year has been complying with COPPA. COPPA’s rules spell out what a web site operator must include in a privacy policy, and what responsibilities an operator has to protect children`s privacy and safety online, according to the Federal Trade Commission. But because the rules are subject to changing levels of enforcement by the FTC, he adds, it can be difficult to assure that a site meets its requirements. "COPPA is a moving target," he says.
The regulations also make web sites susceptible to fines when hackers redirect a site’s product links to unacceptable content, Dierickse says. He adds that Documentum is integrating its content management tools with WatchFire, a company that monitors a site’s content and alerts managers of broken links or links to foreign URLs.
Among the other regulations regarding online content on retail merchandising sites are rules affecting the presentation of health products, accuracy in advertising, terms of disclosure regarding the use of consumers` personal data, product trademarks and clearly marked information to show how online consumers can file complaints.
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