SUGGESTED PRIVACY GUIDELINES

Most retailers follow these basic privacy guidelines for their customer-loyalty programs:

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* Let customers know upfront how the information will be used. Most stores include a privacy statement on their application, while some post it at the customer service desk or other areas of the store.

* Do not share customer data directly with manufacturers. Send it only to mailing houses. If there is still concern about sending it to a mailing house, there are methods of "masking," where codes are used, or a minimal number of employees handle the data.

* The Food Marketing Institute, Washington, recommends collecting personal customer information only with the written consent of the shopper, and transferring personalized data among marketers solely for marketing purposes and only with the written consent of the customer.