KUSA - Next time at the checkout line, consumer experts say think twice about sharing your ZIP code. Stores are using ZIP code information that they receive in the checkout lanes for future advertising expansion and filling mailboxes with flyers.
Kim Gough of Privacy Rights Clearinghouse says most shoppers are unaware that companies use this marketing technique.
"[Consumers] think it's probably pretty harmless, but at the same time when they get baskets full of marketing data in their mail ... they probably don't realize it that that's where it came from," Gough said.
Privacy rights experts say if you're asked for your ZIP code, say "no" or ask why the checkout clerks why they need it.
Rose Heaphy contributed to this article.
(KUSA-TV © 2013 Multimedia Holdings Corporation)