Avoiding Misuse of New Information Technologies: Legal and Societal Considerations

A variety of new information technologies have emerged that clearly can improve the efficiency and effectiveness of marketing programs. However, the use of technologies such as computer matching or automatic order-entry systems to support marketing programs also can lead to legal and societal difficulties. The authors review the types of problems that marketers could encounter when using new information technologies. Particular attention is paid to the possibilities of being charged with (1) participating in collusive information exchanges, (2) maintaining an illegal “essential facility,” (3) storing or transmitting inaccurate and harmful information, and (4) violating the privacy rights of individuals. They offer ideas about how marketing managers and researchers can reduce the chances of facing these types of problems.