Privacy campaigners have accused some of the biggest UK companies of spying on their customers via the internet. The reason for this is that companies are now using special software which allows them to scan websites such as Facebook, YouTube and Twitter for negative comments about their services. Companies then contact the angry customer to try and resolve any issues they are having. Use of this practice is based on the fact that negative online comments have the potential to lose companies a significant number of customers. It is therefore beneficial for them to address customer issues which are raised online.
Privacy campaigners believe that searching for and using online comments posted by individuals is spying and a breach of privacy laws. Concerns have also been voiced that, although the conversations are on a public forum, approaching customers without their consent could be a violation of data protection laws. Those against this practice argue that if regulators do not prohibit companies from contacting customers in relation to online comments, it will become a more widely used practice - for example, by sales companies or even political parties - and will become increasingly problematic.
On the other hand, this practice has been defended on the basis that companies are only viewing public spaces that can be accessed by anyone on the internet. They are not obtaining access to private discussions via use of this special software therefore it does not present any data protection or privacy issues. Some argue that what companies are doing is proactive customer service as opposed to spying. How can it be spying if the information is easily accessible and highly public?
It is worth noting, however, that there are continuing concerns over the level of protection given to information posted online which is intended to be private. In particular, Facebook came under attack recently after changes to their default privacy settings meant that users no longer had adequate protection.
It remains to be seen whether any action will be taken to prevent companies utilising information posted online by individuals. In the meantime, if you don't wish to be contacted by a company then it is best simply not to post the information online in the first place, or ensure that your privacy settings are sufficient. Alternatively, it may be a more efficient way to resolve any issues you are experiencing with a service provider instead of spending hours on hold with their call centre!
Disclaimer
The material contained in this article is of the nature of general comment only and does not give advice on any particular matter. Recipients should not act on the basis of the information in this e-update without taking appropriate professional advice upon their own particular circumstances.