Be Free Reinforces Commitment to Protecting Consumer Privacy With Leading Business Practices & Industry Initiatives.

Business/Technology Editors

MARLBOROUGH, Mass.--(BUSINESS WIRE)--June 1, 2000

Joins Personalization Consortium as Executive Member & Creates

Director of Privacy Position to Lead Company Practices; Empowers

Consumers to Take Control of their Online Profile & Securely

Reap the Benefits of Personalized Product & Content Recommendations

Be Free, Inc. (Nasdaq:BFRE), the leader in performance marketing, today reinforced its commitment to protecting consumer privacy. From the company's inception in 1996, Be Free has carefully designed its products and policies to enable targeted and personalized buying experiences without ever compromising user privacy. As part of an effort to advocate responsible privacy practices within the industry, Be Free announced a series of privacy-related initiatives:

--Be Free has become an executive member of the Personalization Consortium, an advocacy group promoting responsible practices in online personalization. Be Free plans to work within the organization to help establish best practices for responsible personalization.

--Be Free also announced recruitment efforts to bring on board a Privacy Director, who will serve as Be Free's resident expert on privacy law, standards and protocol. This new role illustrates Be Free's strong commitment to incorporating privacy protection practices and policies into every facet of the company's business - from product development and technology to business development and strategic acquisitions. Be Free wants consumers to have an advocate within the company who will ensure that all consumer privacy concerns are addressed properly.

--Be Free will launch its "Profile Control Panel" next week at www.yourcontrolpanel.com, which empowers consumers to take control of their anonymous user profiles (currently tracked using a cookie) collected by Be Free. This panel gives each user the opportunity to review this profile, edit it or opt-out of Be Free personalization entirely. The panel will be clearly placed on any web site that employs Be Free's soon-to-be launched personalization services, and offers more consumer control than any other offering.

"Be Free strongly believes that online consumer tracking and profiling practices can benefit the consumer greatly, offering consumers a more intimate and effective browsing and buying experience, when they are designed properly and executed responsibly," said Tom Gerace, founder and chief marketing officer at Be Free, Inc. "Be Free has designed its own business practices and products to provide the most effective personalization available, based entirely on anonymous user profiles. Be Free does not collect or use any personally identifying information about a consumer and thus can never connect a unique profile with an individual. Consumers and our merchant partners can have the utmost confidence that Be Free-powered marketing and personalization programs protect personal privacy."

"Anonymity and opt-out/opt-in solutions are the only responsible ways of creating user profiles for marketing online," continued Gerace. "Be Free believes strongly that any company collecting or using information about a consumer that could be personally identifying must do so only on a specific opt-in basis with consumers offering permission to use declared data for specific purposes."

The potential consumer benefits associated with personalization and targeted marketing are substantial, but without responsible practices and established consumer confidence, growth of broad-based consumer adoption of these technologies may be hindered. Be Free is forging ahead to communicate the clear and responsible policies it will continue to employ to protect consumers and promote a win-win relationship between Internet users and the e-businesses they patronize.

The Be Free privacy policy can be viewed by visiting www.befree.com and clicking on "privacy policy."

About Be Free, Inc.

Be Free, Inc. (NASDAQ:BFRE) is a leader in performance marketing - the next generation of online marketing. Be Free helps its customers build and manage uniquely branded online sales channels, enabling these sites to capture revenue by driving site traffic, generating qualified leads and selling products in context on locations throughout the Web. Be Free's customers include some of the Internet's leading merchants, online services and portals such as IBM (NYSE:IBM), America Online, Inc. (NYSE:AOL), barnesandnoble.com (Nasdaq:BNBN), GoTo.com (Nasdaq:GOTO), Mercata, Reel.com (Nasdaq:HLYW), C|Net (Nasdaq:CNET), Garden.com (Nasdaq:GDEN), PC Connection (Nasdaq:PCCC), Lycos (Nasdaq:LCOS), About.com (Nasdaq:BOUT) and Yahoo!(R)GeoCities (Nasdaq:YHOO).

Collectively, Be Free's customers have more than 3.5 million affiliates in their sales channels. Affiliates can enroll in performance marketing programs using Be Free's technology with a streamlined application form called FastApp, located at http://www.reporting.net/networks/affiliates/bf_fast_app.

Founded in 1996, Be Free has offices in Marlborough, MA, Pittsburgh, PA, Atlanta, GA, Chicago, IL, Los Angeles, CA, Culver City, CA, Campbell, CA, Austin, TX, Silver Spring, MD, Seattle, WA, New York, NY and Windsor, UK. For more information, visit http://www.befree.com.

Statements in this news release about Be Free, Inc. may be considered forward-looking statements as defined by the Private Securities Litigation Reform Act of 1995. These statements are based on the Company's current expectations, hopes, beliefs and estimates. These statements involve risks and uncertainties that could cause actual results to differ materially from those anticipated or projected. Further information about the risk factors that could affect the Company's performance are contained in the Company's filings with the Securities Exchange Commission, including but not limited to its S-1 dated November 3, 1999 and March 29, 2000.