OTTAWA – The Public Interest Advocacy Centre (PIAC) and the Consumers’ Association of Canada (CAC) are challenging Bell Canada’s practice of using customer information for behavioural and other marketing.
In an application filed Monday with the CRTC, the consumer organizations argue that Bell’s practice of collecting, using and disclosing customer information for marketing runs contrary to Canadian telecommunications policy, rules they say are intended to protect Canadians’ privacy.
“PIAC/CAC contend that aside from being contrary to the policy objectives, and to specific Commission rules about privacy, an overarching concern is that Bell’s Relevant Ads program does not provide sufficient detail to customers about what exactly Bell is collecting or how it will be used”, reads the application. “Furthermore, a number of observers have raised concerns that the Bell Relevant Ads Program could set a dangerous precedent.”
The application asks the CRTC to either prohibit Bell from collecting and using customer information for advertising and marketing purposes, or force Bell to make the program entirely opt-in and to fully disclose all details to users in its privacy policies and related documents.
As Cartt.ca reported, Bell confirmed last October that it was preparing to begin collecting information such as web sites visited, search terms, and apps downloaded in order to deliver targeted ads to Bell Mobility subscribers. It added that customers were free to opt out of the program at any time.
“Bell has overstepped its role as a neutral provider of telecommunications services”, said PIAC’s executive director and general counsel John Lawford, in a statement. “Canadians have every right to be concerned about their personal privacy when the company they pay for telephone, wireless, internet and TV service begins tracking and using information about them in this way.”
“Bell is trying to ‘double-dip’ by taking your subscription fees and then selling information based on your use of the services you just paid for”, added Bruce Cran, president of CAC. “It’s inappropriate – and asking that Canadians “opt-out” of this program they never asked for is wrong.”
