UK Website Privacy Policy Review By Truste.com March 2012

1. TRUSTe PRIVACY INDEX
1
2012 UK WEBSITE EDITION
TRACKING ON TOP UK WEBSITES
The Average Website Has 14 Trackers (e.g. cookies) Per Page
Where Do They Come From? How Long Do They Last?
The Website
Owner Indefinitely
32% Until a user
leaves the site
68% 3rd Party 49% 51%
Companies
What Are They Used For?
We found over 100
Auto-filling forms Storing shopping basket items
different companies
engaged in 3rd party
tracking on top UK Counting visitors Personalising content
websites.
Targeting ads Authentication & security
Tracking users Recording user preferences

2. PRIVACY POLICIES ON TOP UK WEBSITES
WHO HAS THEM? HOW LONG ARE THEY?
1,014 2,299 3,594
WORDS WORDS WORDS
Average
Queen's
Speech2
96% Average
Privacy
Policy
16% 6%
Have a Have a Have a Magna Carta3
privacy policy policy summary mobile-optimised policy
WHAT DO PRIVACY POLICIES SAY?
We Share Data About You with 3rd Parties for Commercial Purposes
36%
We Collect Your Location
48%
We Allow 3rd Parties To Track You
68%
WHAT DON’T PRIVACY POLICIES SAY?
Do Not Explain How to Delete Your Data
DELETE
54%
Do Not Disclose How Long They Keep Your Data
80%
1. Based on an analysis of the top 50 websites in the U.K. ranked by Alexa in March 2012.
2. Average for speeches delivered from 2001-2010.
3. See: http://www.archives.gov/exhibits/featured_documents/magna_carta/translation.html
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