Canada’s privacy commissioner says Bell Canada has promised to delete all profiles created from tracking the cellphone use of customers in a program aimed for use in targeted advertising.
Bell did not specifically confirm it was ditching the profiles, saying in a statement that it was complying with all the privacy commission’s directives.
Meanwhile, the telecom giant said it would reintroduce the program by seeking explicit customer consent, although it was yet prepared to announce any details.
However, the office of Privacy Commissioner Daniel Therrien says it now considers the matter resolved.
The federal agency said last week that Bell should seek explicit customer consent if it wants to create profiles through cellphone usage that would be used in targeted advertising.
Until Monday, Bell’s earlier responses had not satisfied the privacy watchdog.
“We appreciate Bell’s co-operation throughout the course of our investigation and we respect Bell’s decision to terminate the program,” the agency said in an update on its website.
Therrien has said it accepted that Bell’s goal of maximizing advertising revenue while improving the online experience of customers was a legitimate business objective.
The commissioner said it was not aware of any other telecom company pursuing a program similar to Bell’s. It said Telus has indicated it would not use personal information of customers without express consent.
Calling the practice an abuse of privacy, the Public Interest Advocacy Centre has filed a complaint with the Canadian Radio-television and Telecommunications Commission, arguing Bell has gone beyond its role as a provider of telecom services.
Executive director John Lawford said the consumer group will object to Bell’s plans to reintroduce the program, which it argues is not permitted by telecom legislation.
