That's the way it's going to be. But some privacy watchdogs characterize the free services offered by companies such as HiFusion as Trojan horses. More than just exposing students to advertising an issue that most administrators are aware of and, to varying degrees, are willing to accept such arrangements also give companies an opportunity to gather from children detailed personal information, such as their names, addresses, and buying preferences, those critics say. They urge school officials to become more sophisticated in discerning what such deals involve before they sign up and to inform parents about how to protect their privacy. We certainly believe that parents should be alarmed.
Schools get an F when it comes to knowledge of data collection.
Privacy concerns generally result from the natural desire of those companies to learn as much as possible about their potential customers. What's new in the Internet is a two-way information exchange. Or, companies can encourage users to respond to surveys about their socioeconomic status or consumer preferences. They can then use the information to tailor their marketing efforts. Mr. Mabley said he advises companies to be upfront about what information they collect and why, particularly when dealing with children.