7. Safeguard Privacy
Protect any data collected against mishandling and fraud, collect personal information only as needed, and respect the preferences of customers regarding the use of their
information.

An accredited business or organization agrees to:

A. Respect Privacy
Businesses conducting e-commerce agree to disclose on their Web site the following:

• what information they collect,
• with whom it is shared,
• how it can be corrected,
• how it is secured,
• how policy changes will be communicated, and;
• how to address concerns over misuse of personal data.

B. Secure Sensitive Data
Businesses that collect sensitive data online (credit card, bank account numbers, Social Security number, salary or other personal financial information, medical history or records, etc.) will ensure that it is transmitted via secure means.Businesses will make best efforts to comply with industry standards for the protection and proper disposal of all sensitive data, both online and offline.

C. Honor Customer Preferences
Businesses agree to respect customer preferences regarding contact by telephone, fax and e-mail, and agree to remedy the underlying cause of any failure to do so.