The scandal-hit Octopus Rewards scheme restarts today, 10 months after it was found to have sold members' personal data to third parties for HK$44 million.
Company bosses say they have cleaned up their act and will start registering members using a redesigned form to comply with the privacy commissioner's guidelines issued after an investigation.
It vowed that it would not transfer customer data to any third party for direct marketing.
Members will no longer be required to reveal their identity card or passport number and their date of birth.
It will also be optional for them to disclose their monthly income and personal interests.
Terms and conditions will appear in bigger print and a section on personal data collection will be in bold type.
If members do not want to receive marketing offers from the company, they indicate this on the form. However, they will need to check all four boxes of 'e-mail', 'SMS', 'direct mail' and 'phone' to stop all forms of communication.