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UK’s Data Protection Regulator, the ICO, publishes a revised draft of its Direct Marketing Code of Practice

On 8 January 2018, the Information Commissioner launched a public consultation on a Direct Marketing Code of Practice, which she is required by Section 122 of the Data Protection Act 2018 to produce in order to provide practical guidance in relation to the carrying out of direct marketing in accordance with the requirements of the data protection legislation and the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR). Accordingly, like the existing ICO Direct Marketing Guidance, which it will supersede, the proposed code sets out the law and provides examples and good practice recommendations. To a significant extent, the draft code replicates the current guidance, which was updated in 2018 to reference the General Data Protection Regulation (GDPR). When finalised, the Commissioner must take the code into account when considering whether those engaged in personal data processing for “direct marketing purposes” have complied with the GDPR and PECR. The key aspects of the draft code are summarised below, including new guidance on in-app advertising and direct marketing on social media platforms.

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Online Retailer Zappos.com Reaches Settlement with Nine Attorneys General Over Data Security Breach


Time to Read: 2 minutes Practices: Data, Privacy & Cybersecurity

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Last week, the online shoe and clothing retailer Zappos.com, Inc., reached a settlement with nine state Attorneys General over a 2012 data security breach that allegedly exposed the personal information of more than 24 million customers. The settlement requires Zappos to pay $106,000 and undergo a security audit. The states’ action against Zappos reflects the latest example of how states are handling privacy and data security breaches, which all companies that collect or use consumer information can face.

The Attorneys General launched an investigation of Zappos in January 2012, within days of the company’s announcement of an unauthorized intrusion into its internal computer network and systems via one of the company’s servers in Kentucky. The breach reportedly exposed information about millions of customers, including names, email addresses, billing and shipping addresses, phone numbers, the last four digits of payment card numbers, and encrypted passwords. There apparently was no evidence that full credit or debit card numbers or other payment data was compromised in the breach. Zappos notified the affected customers of the breach, advising them to reset their passwords on Zappos.com and other websites where they use similar credentials.

The settlement agreement requires Zappos to make a monetary payment of $106,000, to be divided among Arizona, Connecticut, Florida, Kentucky, Maryland, Massachusetts, North Carolina, Ohio, and Pennsylvania. Zappos also agreed to hire an independent third party to conduct an information security audit of its security regarding personal information, provide the Attorneys General with a copy of the audit, and address any identified deficiencies. In addition, Zappos agreed to maintain, update as needed, and comply with security policies to protect personal information, including those policies concerning vulnerability assessments and patch management. Further, the company must provide the Attorneys General with copies of its security policies and reports reflecting its compliance with industry-wide data security standards, and institute at least annual employee training programs regarding its security policies. These non-monetary provisions of the settlement run for a duration of two years.

The settlement with Zappos provides an important illustration of the manner in which state Attorneys General address such cases. States have initiated inquiries against businesses of all sizes that have suffered data security breaches or have been accused of privacy violations, contending that the businesses should have done more to protect consumers’ information. They have done so even where, as in the Zappos case, the companies were clearly victimized by outside criminal attacks and only limited types of information were exposed. And they have done so even when the Federal Trade Commission, which aggressively asserts authority over privacy matters under the Federal Trade Commission Act and other federal statutes, has opted not to proceed. These state actions can involve coordinated efforts by Attorneys General from many (and sometimes dozens) of states, and this collaboration is expected to continue in the coming months and years as data security breaches continue to be reported in ever-increasing numbers. All companies that collect or use consumer information should proactively review their policies and practices to minimize these enforcement risks, and if a regulatory investigation begins, they should retain counsel competent in navigating the complexities of multistate actions from the start.

For more information regarding the settlement between Zappos and the nine Attorneys General or to discuss data security practices generally, please feel free to contact a member of Ropes & Gray’s leading Privacy & Data Security team or your regular Ropes & Gray contact.

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