AMA releases principles to guide its own Web sites
Visitors must volunteer to provide personal data
Practices that want to create principles governing the privacy of their web sites and those used by their staffs now have another reference source. The American Medical Association (AMA) in Chicago has issued a set of guidelines governing editorial content, advertising, sponsorship, privacy and confidentiality, and secure electronic commerce for its web sites.
The guidelines’ writers note that access to the Internet has the potential to speed the transformation of the patient-physician relationship from that of a physician authority administering advice and treatment to that of shared decision-making between patient and physician.
"[The AMA guidelines are not designed to be] global, in the sense of being international, and encompassing, [as are the] International e-Health Code of Ethics [offered by the Internet Healthcare Coalition in Washington, DC]," says John Mack, coalition president. "For the most part, the AMA guidelines are very specific for AMA publications and web sites, and while there are many common points, these guidelines could not be expected to be followed by all health Web sites," says Mack.
Be aware of third parties
Like the Internet Healthcare Coalition, the AMA is concerned about the privacy rights of the people who visit the association’s web site. The AMA plans to protect web site visitors’ rights in these ways:
1. A link to the privacy policy of the Publications web site should be provided on the home page or the site navigational bar and should be easily accessible to the user. The Publications web site should adhere to the privacy principles posted.
2. Individuals responsible for web sites that post advertising should be aware of current technology and access possessed by third parties that post or link to advertisements. Web sites should ensure that the technology and access used by third parties adhere to the web site’s privacy policies.
3. The site should not collect name, e-mail address, or any other personal information unless voluntarily provided by the visitor after the visitor is informed about the potential use of such information.
4. The process of opting in to any functionality that includes collection of personal information should include an explicit notice that personal information will be saved, with an explanation of how the information will be used and by whom. The opt-in statement should not be embedded in a lengthy document and should be explicit and clear to the viewer.
5. Collection, retention, and use of nonmedical personal information about site visitors may be offered to viewers when the AMA believes that such information would be useful in providing site visitors with products, services, and other opportunities, provided such use adheres to these principles and is within bounds of current regulations and law. (For more information, go to www.ftc.gov/privacy/index.html.)
Opting out
Individuals may agree to have such nonmedical personal information collected or may choose not to, with the understanding that opting out of having such information collected prevents the site from being tailored to their particular needs and interests. Such information will not include personal health information, such as any information about medical conditions or medications purchased.
6. Names and e-mail addresses of site visitors should not be provided or released to a third party without the site visitor’s express permission.
7. E-mail information, personal information about specific visitor’s access and navigation, and information volunteered by site visitors (such as survey information and site registration information) may be used by the site owner to improve the site but should not be shared with or sold to other organizations for commercial purposes without express permission.
8. The AMA will use e-mail addresses voluntarily provided by site visitors to notify them about updates, products, services, activities, or upcoming events. Site visitors who do not wish to receive such notifications via e-mail should be able to opt out of receiving such information at any time.
9. The AMA has licensed its physician and medical student list to third parties for more than 50 years. This information is licensed to database licensees under strict guidelines. The names and addresses of physicians in the AMA Physician Masterfile are made available only for communications that are germane to the practice of medicine or of interest to physicians or medical students as consumers. E-mail addresses are excluded from such licensing agreements.
10. Nonidentifiable Publications web site visitor data may be collected and used in aggregate to help shape and direct the creation and maintenance of content and to determine the type of advertisement to be seen by site visitors while on the AMA site.
Personal medical information protected
11. The AMA will not collect and will not allow third parties to collect personal medical information (medical conditions, health-seeking behaviors and questions, and use of or requests for information about drugs, therapies, or medical devices) without the express consent of the site visitor after explanation of the potential uses of such information.
12. At this time, the AMA Publications web sites do not use "persistent cookies," a means of tracking traits of web site visitors. Users will be notified if and when AMA Publications web sites begin using persistent cookies, as specified in these guidelines.
13. E-mail messages sent to a web site might not be secure. Site visitors should be discouraged from sending confidential information by e-mail. Site visitors sending e-mail accept the risk that a third party may intercept e-mail messages.
14. Market research conducted by the site or its agent to enhance the site should be clearly identified as such.
15. E-mail alerts and newsletters should contain an "unsubscribe" option.
(Editor’s note: To view the principles in their entirety, visit AMA’s web site at www.ama-assn.org/ama/pub/category/2703.html.)
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