Guidelines regarding the location of the message communicating applicable limitations are also important. We suggest the FTC consider guidelines effecting the accessibility of the terms and conditions that might apply. The privacy rights of the consumer must be protected. The obvious reasons attach. Identity theft is costly to consumers, merchants and the credit industry.
Consumers pay for any good or service they purchase.
They should not also be required to surrender their privacy. A consumer's personal data should be used in harmony with his or her expectations. The merchant's privacy policy should be part of the required disclosures. It should be clear and conspicuous and easy to access, read and understand. Industry self-regulation certainly is not the complete answer.