Editorial: Telephone issue more than static

Thursday, Dec. 5, 1996 | 11:59 a.m.

BUSINESS sometimes, in its rush to provide new products, can give consumers fits.

Take CNA (caller name and address) now offered by Sprint Central Telephone-Nevada. The service provides callers a handy access to customers' phone numbers and addresses. On the surface it appears to be a good service, giving callers information about a customer for 75 cents a call.

The problem is that consumers were worried about that information being given out without their permission.

SUN Assistant to the Publisher Ruthe Deskin pointed out the problems with CNA in her column after receiving complaints from readers who believed their privacy could be violated.

The phone company rushed to the rescue, offering a plan whereby a customer could have his or her name removed from CNA. Deskin dutifully informed SUN readers about the service.

Then came more complaints. Some readers desiring privacy said they were told they would be billed $15 for the service. That seemed excessive, especially for those customers already paying extra to keep their numbers and addresses out of print.

But phone company spokespeople insist there was no cause for alarm. First of all, they assure us that nothing omitted from the phone books would be placed in CNA information. The privacy of those without listed addresses or numbers will be protected.

Moreover, customers with listed numbers and addresses can have the information kept out of CNA without charge. Normal charges for such services are $15.

The CNA episode is a good example of not getting the word out. Consumers are sensitive about their privacy and acutely aware of the growing electronic potential to violate that privacy. We don't expect this incident to be the last in the rapidly expanding high-tech market. We do expect vendors of such equipment to become more keenly aware of the consumer desire for privacy.