Sun's Position Sun is committed to respecting the online privacy of our customers. Consumer confidence in online transactions is essential to the growth of e-commerce. To ensure that confidence, companies must be able to predictably and reliably protect their customers' personal information. Absolute privacy would actually be a disservice to the average consumer. Enabling consumers to provide information in exchange for a benefit or service empowers the individual.
Balance is important.
Companies may be well served by privacy, and consumers can be well served by information sharing. Online consumers should be allowed to balance their privacy desires with their desire for various other benefits afforded by ecommerce, such as more personalized services or products, lower prices, and greater convenience. The problems associated with the sharing of personal information far pre-dated the advent of the Internet. In fact, today's digital technology affords more opportunity to protect and control the uses of our personal information than at any time previous. Any legislation attempting to deal with the question of online privacy must have federal preemption as its starting point.