Double Click Case Analysis

Essay, 2010

7 Pages, Grade: 90.00


Double Click Case Analysis

Organizations, especially those that operate in the electronic Internet realm experience many challenges and difficulties. This paper will analyze the issues, challenges, and efforts of an Internet-based organization, Double Click, as it attempts to develop a privacy policy that complies with several issues. Among the issues to be included in this analysis include: legal issues, ethical issues, and regulatory issues.

Three Legal Issues Facing Double Click

Fraudulent Advertising

Double Click must address the issue of fraudulent advertising. Fraudulent advertising occurs when a business and advertisers make intentional misleading and fraudulent statements about goods being advertised or sold in an attempt to sell more products. According to Guzzo (2003), Double Click “fraudulently routed millions of Internet users to its customers’ commercial web sites by disseminating deceptive advertising banners that impersonated computer system warnings or e-mail messages” (p. 14. para. 2). Double Click misled Internet users into suspending daily work one was engaged in to answer the deceptive system messages. As a result, computer users found themselves forcibly moved to unwanted website because of the fraudulent computer warning boxes.


The use of cookies provides Double Click and its customers the ability to provide end users the ability to one click to complete a purchase transaction. The installed cookies retain customer’s names, mailing address, and credit card information. However with various customers and transfers of information and data creates a security concern. Transactions between third party providers like Double Click, selling organizations, and retail purchasers must remain secure. Every transaction remains secure with the use of encryption methods that reduces the risks of privacy issues like theft identity from occurring.

Invasion of Privacy

Double Clicks purchase of Abacus has resulted in the issue of possible invasion of individual’s privacy concerns. Before the purchase of Abacus, Double Click could link collected information to a personal computer like an IP address, type of operating system, and the number of times a website was visited (Ramasastry, 2003, p. 1). However, with the acquisition of Abacus, which is a marketing research firm that holds the purchasing habits of 90% of American households, Double Click can match Internet use and website visits to individual consumers. As a result, concerns over invasion of privacy arise.

Ethical Issues Double Click Faces


Double Click faces the challenge to maintain personal information while balancing the demands of its marketing customers. Consumers want to maintain control over ones information and how that information is disclosed. Regulating access to data over the Internet is an important aspect if Internet privacy. Computer privacy involves the privacy of information associated with the aversion of the inappropriate release of personally distinguishable data collected and inventoried by websites. The challenge is to find efficient use of data while protecting the non-public information.

Informed Consent

Currently Double Click has no informed consent form available. However, a new privacy policy is in development that will provide for informed consent. Double Click’s informed consent will provide customers a full disclosure of known relevant information including risks of computer cookie usage. An effective informed consent must consist of five topics: disclosure, comprehension, voluntariness, competence, and agreement. Disclosure involves the release of all relevant information in what Double Click does with cookies and how it affects consumers. Comprehension is important in that a well written and easy to understand disclosure can be understood by all consumers and users. Voluntariness is important as a disclosure should permit users to opt voluntarily in or out of the cookie recording program. Competence of the user is important. Therefore, simple and easy to follow instructions ensure that the consumer is competent to make an educated decision and avoid issues like targeting children. Finally, the agreement should be brief and explicit describing the terms of the disclosure with an electronic acknowledgement or e-signature.

Ownership of Information

Ownership of information is difficult for e-commerce and Internet users. Cookies store personal information like credit card numbers, purchasing preferences and habits, and transaction history. Consumers would prefer this information remain with them and not become available to other organizations or possibly other individuals. Double Click faces the challenge of maintaining a database containing information about consumers in which in traditional markets information would not be divulged until a purchase transaction occurred. In this case the consumer retains control over the information of the entire transaction.

Regulatory Issues Double Click Faces

Electronic Privacy Act of 1986

The Electronic Privacy Act of 1986 protects wire, oral, and electronic communications while those communications are being made, are in transit, and when they are stored on computers. This act applies to e-mail, telephone conversations, and data stored electronically. As a result Double Click finds itself attempting to develop a method to access computers with consumer’s knowledge. As of the year 2000, Labate (2000) comments that the state of Michigan is charging Double Click “with failing to disclose its systematically implanting electronic cookies, or electronic surveillance files, on hard drives of users’ computers without their knowledge or consent” (p. 1, para. 3).


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Double Click Case Analysis
University of Phoenix
Supply Chain Mangement Online
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double, click, case, analysis
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James Tallant (Author), 2010, Double Click Case Analysis , Munich, GRIN Verlag,


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