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Ethical Examples
by Bruce Miller
Updated May 7, 2002
Every once in a while I run across an organization that is doing it right. By right, I mean ethically.

Powells Books
During the check out process you are given this option to OPT IN: "Win $300 in books — just try one edition of our newsletter, PowellsBooks.news, and you'll be entered to win. If you don't enjoy the newsletter (which is unlikely), simply unsubscribe." (20020507) A customer must actively check the box to opt themselves in.

Compare Powell's ethics to Barnes and Noble's in their privacy policy: "Occasionally, the Barnes & Noble.com uses Personal Customer Information to market products and services. You can opt-out from us using your information for this purpose at any time by visiting Account and following the instructions under Account Profile." (20020507)