NorthPole : Giving assurance

Routine 'small print' is given resonance.

The Site

NorthPole.com, a family-oriented seasonal activities site, delivers a clear message about its use of data.

NorthPole.com includes a Privacy Policy link in the utilities footer present on all pages. The link opens a page that uses the site’s standard typeface and font size to display a series of single-sentence bullet point statements. After the first set, these are grouped under large colourful crossheads for Children’s Privacy Issues, Sponsor Page Considerations and Contacting the Web Site.

Language throughout is clear, precise and approachable, with no recourse to legal phraseology or marketing polish.

The Takeaway

NorthPole.com sets out its stall to attract children and parents with a mix of stories, activities and educational features based around Santa Claus’ mythical village. It is savvy enough to secure a high position on the first page of results for a search on google.com for ‘Christmas’, but also to realise that the audience this brings is likely to be more sensitive than most to issues of privacy and how data asked of them or gathered during their visit will be used. So, while offering a Privacy Policy page is routine its presentation is not.

The first impression on opening the page is welcoming, the use of standard type elements dispelling any suggestion of ‘small print’ necessities and affording equal status with other content. This is followed through in the use of clear English and concise statements that are simple to follow without being simplistic or patronising (and again reflect and reinforce the tone of the site).

First published on 21 December, 2010