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Whirlpool's Online Product Registration: Confidentiality and Privacy Concerns

Earlier this month, my wife and I relocated to a different city within the same state to live closer to our new, 14-month young grandson. During the move, we bought new home appliances -- a clothes washer and dryer, both made by Whirlpool -- which prompted today's blog post.

The packaging and operation instructions included two registration postcards with the model and serial numbers printed in the form. Nothing controversial about that. The registration cards included, "Other Easy Ways To Register," and listed both registration websites for the United States and Canada. I tried the online registration to see what improvements or benefits Whirlpool's United States registration site might offer over the old-school snail-mail method besides speed.

The landing page includes a form for the customer's contact information, product purchased information, and future purchase plans. Pretty standard stuff. Nothing alarming there. Near the bottom of the form and just above the "Complete Registration" button are links to Whirlpool's Terms & Conditions and Privacy policies. I read both and found some surprises.

First, the site uses inconsistent nomenclature: two different policy titles. The link says "Terms & Conditions" while the title of the actual policy page states, "Terms Of Use." Which is it? Inconsistent nomenclature can confuse users. Not good. Come on, Whirlpool! This is not hard. Good website usability includes the consistent use of the same page title, so uses know where they are going when they select a link, and that they've arrived at the expected destination.

Second, the Terms Of Use (well, I had to pick a title so it wold be clear for you) policy page lacks a date. This can be confusing, making it difficult to impossible for consumers to know and reference the exact document read; plus determine what, if any, changes were posted since the prior version. Not good. Come on Whirlpool! Add a publication date. It's not hard.

Third, the Terms Of Use policy contained this clause:

"Whirlpool Corporation welcomes your submissions; however, any information submitted, other than your personal information (for example, your name and e-mail address), to Whirlpool Corporation through this site is the exclusive property of Whirlpool Corporation and is considered NOT to be confidential. Whirlpool Corporation does not receive the submission in confidence or under any confidential or fiduciary relationship. Whirlpool Corporation may use the submission for any purpose without restriction or compensation."

So, the Terms of Use policy is both vague and clear at the same time. It was vague because it didn't list the exact data elements considered "personal information." Not good. This leaves consumers to guess. The policy lists only two data elements. What about the rest? Are all confidential, or only some? And if some, which ones? Here's the list I consider confidential: name, street address, country, phone number, e-mail address, IP address, device type, device model, device operating system, payment card information, billing address, and online credentials (should I create a profile at the Whirlpool site). Come on Whirlpool! Get it together and provide the complete list of data elements you consider "personal information." It's not hard.

Fourth, the Terms Of Use policy was also clear because the above sentences quoted made Whirlpool's intentions clear: submissions to the site other than "personal information" are not confidential and Whirlpool can do with them whatever it wants. Since the policy doesn't list which data elements are personal, one must assume all are.  Not good.

Next, I read Whirlpool's Privacy policy, and hoped that it would clarify things. Thankfully, a little good news. First, the Privacy policy listed a date: May 31, 2018. Second, more inconsistent site nomenclature: the page-bottom links across the site say "Privacy Policy" while the policy page title says "Privacy Statement." I selected the "Expand All" button to view the entire policy. Third, Whirlpool's Privacy Statement listed the items considered personal information:

"- Your contact information, such as your name, email address, mailing address, and phone number
- Your billing information, such as your credit card number and billing address
- Your Whirlpool account information, including your user name, account number, and a password
- Your product and ownership information
- Your preferences, such as product wish lists, order history, and marketing preferences"

This list is a good start. A simple link to this section from the Terms Of Use policy would do wonders to clarify things. However, Whirlpool collects some key data which it more freely collects and trades than "personal information." The Privacy Statement contains this clause:

"Whirlpool and its business partners and service providers may use a variety of technologies that automatically or passively collect information about how you interact with our Websites ("Usage Information"). Usage Information may include: (i) your IP address, which is a unique set of numbers assigned to your computer by your Internet Service Provider (ISP) (which, depending on your ISP, may be a different number every time you connect to the Internet); (ii) the type of browser and operating system you use; and (iii) other information about your online session, such as the URL you came from to get to our Websites and the date and time you visited our Websites."

And, the Privacy Statement mentions the use of several online tracking technologies:

"We use Local Shared Objects (LSOs) such as HTML5 or Flash on our Websites to store content information and preferences. Third parties with whom we partner to provide certain features on our Websites or to display advertising based upon your web browsing activity use LSOs such as HTML5 or Flash to collect and store information... Web beacons are tiny electronic image files that can be embedded within a web page or included in an e-mail message, and are usually invisible to the human eye. When we use web beacons within our web pages, the web beacons (also known as “clear GIFs” or “tracking pixels”) may tell us such things as: how many people are coming to our Websites, whether they are one-time or repeat visitors, which pages they viewed and for how long, how well certain online advertising campaigns are converting, and other similar Website usage data. When used in our e-mail communications, web beacons can tell us the time an e-mail was opened, if and how many times it was forwarded, and what links users click on from within the e- mail message."

While the "EU-US Privacy Shield" section of the privacy policy lists Whirlpool's European subsidiaries, and contains a Privacy Shield link to an external site listing the companies that are probably some of Whirlpool's service and advertising partners, the privacy policy really does not disclose all of the "third parties," "business partners," "service vendors," advertising partners, and affiliates Whirlpool shares data with. Consumers are left in the dark.

Last, the "Your Rights: Choice & Access" section of the privacy policy mentions the opt-out mechanism for consumers. While consumers can opt-out or cancel receiving marketing (e.g., promotional) messaging from Whirlpool, you can't opt-out of the data collection and archival. So, choice is limited.

Given this and the above concerns, I abandoned the product registration form. Yep. Didn't complete it. Maybe I will in the future after Whirlpool fixes things. Perhaps most importantly, today's blog post is a reminder for all consumers: always read companies' privacy and terms-of-use policies. Always. You never know what you'll find that is irksome. And, if you don't know how to read online polices, this blog has some tips and suggestions.

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