Lisa was researching diapers online. She came across an offer that promised free diapers if she’s fill out a survey. Fair enough; we’re really in need of diapers, so she bit. And was dragged into a horrible cesspool of legal identity theft.
“Legal identity theft? What’s that?” you may ask. Here’s my definition: It’s when you’re tricked into a network of so-called permission-based marketing. Lisa gave up her name, phone number, address, e-mail address, and some important personal facts, such as the fact that we’re parents and the age of our child. She thought such information would be helpful to the diaper company, who would reciprocate with a little bit of free product. Sound too good to be true? It didn’t to us. But it was.
After giving out her contact information, Lisa found out that she had to sign up for a certain number of paid offers to qualify for the free diapers. These offers ranged from other baby products to life insurance. Some were subscription-based, and claimed to offer free opt-out options. That last claim rings a bit hollow to my ear. Within 30 minutes, she received the first phone call on her cell phone, this one from a life insurance agent who was insistent that she sign up for a special offer.
Your contact information is worth something. Specifically, about $40. That’s an average for people who sell data to purveyors of generic mailing lists. Other qualifying factors, such as parenthood and home ownership, can raise that premium.
There’s also a black market for identity information, and by most accounts it’s cheaper to buy your data (this time incuding credit card numbers and bank account numbers) on this market. Makes me wonder when marketeers will start going to the dark side for cheaper info.
Be careful what you sign up for, folks. I read the privacy disclosure on a recent credit card statement (the fine print, if you will) and discovered that I need to opt out of Bank of America sharing my contact info with other companies. They have a special phone number you need to call if you don’t want your data shared.