Verizon faced the wrath of consumers, privacy advocates, and the United States Senate for using “supercookies” to track the Internet activity of more than 100 million customers without their knowledge or consent. Described as “privacy-killing machines,” supercookies allowed Verizon to monitor customers wherever they went on the Internet, even if they had taken steps to browse anonymously. After months of intense criticism, Verizon finally relented and allowed customers to opt out of the tracking.
The first step in establishing and maintaining a trust-based relationship with your users is giving them the information they need to make informed decisions. Doing so not only helps prevent surprises that can lead to backlash, it can also build loyalty among your current users and help you recruit new ones.