This initiative means that simply displaying a privacy notice on the forms you use to collect information is not automatically sufficient to ensure you are complying with Principle 1 of the Data Protection Act 1998.

In the event that a complaint is received by the ICO, the Information Commissioner has confirmed that he may apply the standards set out in the Code in order to take a view on whether or not the privacy notice used was adequate.

So organisations must now ensure that their privacy notices are user-friendly and clear. They should not contain legal jargon, but should be written in language that can be understood by the very people they aim to protect.

The ICO envisages two key benefits from this approach:

• consumers will benefit from being placed in a more informed position about how and why their personal data will be processed by an organisation
• organisations wishing to collect and use personal data will also benefit from improved consumer confidence as a resulting of the new found transparency