ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Sunday, June 2, 1996 TAG: 9605310073
SECTION: BUSINESS PAGE: 1 EDITION: METRO
COLUMN: Privacy
SOURCE: MAG POFF
Privacy apparently is a hot topic for many Americans; consider that 75 percent of consumers would agree with this statement: "We need to find ways to stop business and government from collecting so much information about the average person."
People in that survey, conducted by MasterCard International Inc., were pretty distrustful when it came to assessing how responsible various agencies are in managing information they collect about them and their families.
Doctors and health organizations topped the list - with a puny 23 percent getting a rating of excellent or very good. Institutions that issue credit cards grabbed a meager 14 percent.
Do we expect the government to help us? Only 16 percent gave the Internal Revenue Service a top grade for protecting the information filed with tax returns.
"What riles consumers most is when data submitted for one purpose is used for another purpose without their knowledge," MasterCard said. Its example is data submitted for processing a credit card transaction turning up on a marketing list.
Trustworthy or not, the government is considering stepping into the situation. The Federal Trade Commission is developing privacy guidelines that could affect the way in which card issuers use information collected for their personal accounts.
Trying to head off that type of regulation, both Visa and MasterCard have issued their own different, but not competing, privacy principles for member banks to follow in issuing their cards. Visa acted in May 1995 and MasterCard published its guidelines last November.
The policies are guidelines that issuing banks can follow when they collect information from credit applicants.
Visa did not respond to repeated requests for clarification of its policies. MasterCard sent along a copy of its poll, along with a brochure that consumers can obtain without charge.
Called "In the Driver's Seat, Steering Your Financial and Consumer Information in the Right Direction," the 17-page brochure explains how people can protect their privacy when it comes to dealing with any agency. For a free copy, call (800) 999-5136.
The booklet tells how to check on your credit rating through the major rating organizations.
Less well known is the Medical Information Bureau whose files, MasterCard said, may contain information about your medical history, the name of your doctor, surgeries, medications and lifestyle. The file may say whether you smoke or exercise regularly.
"This information is used by medical insurance companies to evaluate insurance applications," according to the MasterCard brochure.
How do marketers know so much about you - from your age to your hobbies?
You may be the one that tipped them off, MasterCard said.
When you call an 800 or 900 number, for instance, some firms capture your phone number and match it to your name and address. Or did you enter a contest or sweepstakes, fill out a warranty registration form or join a buyer's club? If so, you are giving marketers a chance to match your purchases or preferences with your name and address.
The charities to which you contribute or even your college may earn money by selling information about you. Magazine subscription lists are generally available to purchase.
You may not mind getting some mailings and offers, MasterCard noted. If you contributed to a conservation organization, you may welcome hearing from other groups of like mind.
But if not, follow the steps in the brochure to get your name off these mailing lists. Write or call your charities, magazines and even your credit card issuer. Ask that your name not be used for solicitations or for rental to any list broker.
To reduce unwanted mail and phone calls, you can write to the Mail Preference Service and the Telephone Preference Service. The addresses are in the brochure.
The onus is on you, the consumer, to state that you do not want to be contacted again.
All of these tips concern legal uses of your credit information. But the consumer faces the possibility of fraud as well.
The most obvious one is to refuse giving your credit card or bank number to any unsolicited caller trying to sell you something or offering a "prize."
Less obvious, considering that MasterCard is the source, is a warning against allowing a merchant to record your credit card number on a check, receipt or other document.
LENGTH: Medium: 85 linesby CNB