Is A “Do Not Track” List In The Offing?
After “Do Not Call” registries, its the turn of a “do not track list” that would allow computer users to bar advertisers from collecting information about them. Given the recent debacle over Facebook’s Beacon, this should not come as a surprise.
The Consumer Federation of America and the Consumers Union also urged the FTC to bar collection of health information and other sensitive data by companies that do business on the Internet unless a consumer consents.
Other privacy advocates have filed statements with the FTC on Internet companies’ use of “behavioral advertising.” That is the practice of tracking a computer user’s activities online, including Web searches and sites visited, to target advertisements to the individual consumer.
With concerns over privacy online increasing, expect this to be a long debate. For advertisers, since behavioural targeting represents the best way to target, expect them to put up a fight.