Marketers of sporting events and products, like those in other industries, increasingly use customer data to promote events and products, to get to know their customers and fans, and to improve customer service. Last December the Federal Trade Commission (FTC) issued a report on privacy that provides specific suggestions about what a privacy policy should contain, and sports marketers may decide that it is time to update their privacy policy.

The main themes of the FTC report are that rapid changes in technology and marketers' adoption of these new technologies require a new privacy framework, and that companies that collect, share and use consumers' information are not doing enough to protect consumers' privacy.

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