Ponemon Institute released its annual study identifying the top twenty companies that are most trusted for privacy. American Express was ranked first, earning the Most Trusted for Privacy distinction for the fifth year in a row. Facebook suffered several privacy missteps over the last year, including a recent change in privacy settings at the end of 2009, and as a result, failed to make the 2010 list. Google, however, returned to the Top 20, ranked at 13. The survey also produced significant findings regarding consumer attitudes towards privacy, including the finding that consumers feel they are losing control over their personal information. Further, the responses revealed that consumers’ fear of identity theft is the main factor for brand trust diminishment, while a company’s implementation of privacy features contribute to brand trust. Other significant positive factors were limits on the collection of personal information and online anonymity.
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