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principles include notice/awareness, choice/consent,
access/participation, security/integrity, and redress/enforcement
(see the following articles in this special issue for more
details: Caudill and Murphy 2000; Culnan 2000; Sheehan
and Hoy 2000). Despite industry self-regulation efforts,
many database marketers are not following fair information
practices. In a survey of 365 organizations belonging to the
Direct Marketing Association, Milne and Boza (1998) find
that 38% of the organizations notify customers about the
gathering of personal information, 33% indicate the use of
the information, and 26% ask for permission to use the
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