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i’ve been using the new digg (social networking features included, see inside for details) for a few hours now and like most of the features on the site. the one concern i have, one that a friend (mark/aidenag) pointed out, is the mandatory use of zip codes for all users wanting to add a location from the united states or canada. you can’t just choose country, or country and state/city, you have to tell them exactly which neighborhood you’re living in.

why would they do this?

the first thing that comes to mind is that they might use it for local-social-networking but then why is it mandatory and why just for users in the u.s. and canada? i should be able to decide how much information i want to put in and how local i want to go when networking online. what makes more sense is that they would use this for zip-code-based targeted advertising (this is speculation of course).

but i can fake the information!

of course you could fake the information and in fact i would’ve recommended it but here’s an interesting gem from the ‘new and improved’ digg terms of use:

you shall provide digg with accurate, complete, and updated registration information. failure to do so shall constitute a breach of the terms of use, which may result in immediate termination of your digg account.

and while both the terms of use and the privacy policy repeatedly mention that you can choose not to display certain pieces of information, have a look at the following from the digg privacy policy:

1. digg personnel: digg personnel and authorized consultants and/or contractors may have access to user information if necessary in the normal course of digg business.

2. business transfers: in some cases, we may choose to buy or sell assets. in these types of transactions, user information is typically one of the business assets that is transferred. moreover, if digg, or substantially all of its assets, were acquired, user information would be one of the assets that is transferred.

at this point i can’t specifically confirm that they are using zip codes for targeted-advertisements but that seems to be the more logical conclusion since it’s mandatory if you want to display any geo-information at all.

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