Consumers care about the look and feel of privacy statements. Over a third feel that a clear and simple privacy policy makes brands seem more trustworthy. In the uphill battle to gain consumer trust, therefore, brands can distinguish themselves by designing well-constructed, user-friendly privacy statements that review essential points around top data security concerns.

Yet, even if brands comply with regulatory requirements, they have yet to design their policies in ways that enable easier user navigation. Just 42% of brands in L2’s privacy report include a table of contents in privacy policy documentation, and only 33% highlight the user information they collect.

Retailers are leading the way. More than 70% of department stores, beauty, and big box retailers highlight the various ways in which they use customer data. Best Buy, which distinctively brands itself as a privacy resource to consumers, exhibits a best-in-class privacy policy equipped with a table of contents, highlights of key components, and dedicated email and mailing addresses for relevant questions.

Best Buy

In addition, the sidebar features three sections about protecting privacy on devices and protecting against identity theft, which nearly half of consumers voice as their top data security concern. As users navigate each section, they’re guided by key takeaways and also get the option to explore a given topic further by clicking through to supplemental resources such as documentation on interest-based advertising and activity tracking methods. Through this design, the consumer electronics retailer demonstrates that there are ways to position privacy documentation to attest to a brand’s commitment to privacy.


Similarly, Sephora makes its privacy statement easy to understand by pairing highlights of its collection methodology with specific examples. Only a third of brands convey the essentials of their privacy statements in a concise way. Sephora exemplifies clear communication of information throughout its privacy policy, including sections on what information is visible to third parties and what options consumers can exercise to protect their personal details.

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