Ethical and Compliance Issues

ASOS aims to be transparent with its users about the cookies it utilizes on the site as well as the information, both personal and non-personal, that it obtains from its users.  The Privacy & Cookies section of the site outlines the type of information collected as well as what the information is used for.  In addition to personal data, such as name, address, email address, and telephone number, ASOS collects information about the pages views, the duration of page views, and the frequency of site visits.  This allows the site to monitor the behavior and actions of customers while they are on the site.  Although these behavioral analytics may call into question privacy issues, the main purpose of this analysis is to improve the customer’s experience on the site.  As ASOS states, the cookies implemented ease the use of the site, helping ASOS improve the services that it provides to its users.  Consumers have the option to not permit the use of these cookies, however, this will inhibit them from taking full advantage of the site’s offerings.