A Large-Scale Evaluation of U.S. Financial Institutions’ Standardized Privacy Notices

Financial institutions in the United States are required by the Gramm-Leach-Bliley Act to provide annual privacy notices. In 2009, eight federal agencies jointly released a model privacy form for these disclosures. While the use of this model privacy form is not required, it has been widely adopted. We automatically evaluated 6,191 U.S. financial institutions’ privacy notices posted on the World Wide Web. We found large variance in stated practices, even among institutions of the same type. While thousands of financial institutions share personal information without providing the opportunity for consumers to opt out, some institutions’ practices are more privacy protective. Regression analyses show that large institutions and those headquartered in the northeastern region share consumers’ personal information at higher rates than all other institutions. Furthermore, our analysis helped us uncover institutions that do not let consumers limit data sharing when legally required to do so, as well as institutions making self-contradictory statements. We discuss implications for privacy in the financial industry, issues with the design and use of the model privacy form on the World Wide Web, and future directions for standardized privacy notice.