June 29, 2011
Based on research that the American public is sick of targeted advertising and consider the tracking cookies an invasion of privacy, the Senate is considering regulations that will regulate setting cookies that can uniquely identify individuals.
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Rockefeller touted his proposed bill, the Do-Not-Track Online Act (S. 917), which would require ad networks and other companies to honor users' requests to opt out of online data gathering. "This bill is based on a simple concept," he said. "With an easy click of the mouse, consumers can tell all online companies that they do not want their information collected."
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The "Do Not Track Online Act" will make online sales (think basket) and affiliate tracking more difficult.
Research from the FTC reports:
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The desire by a majority of Americans not to be followed for the purpose of tailored content comes
at a time when behavioral targeting is a fast-growing advertising practice upon which many content
providers have staked their businesses.
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This survey?s findings support the proposition that consumers should have a substantive right to
reject behavioral targeting and its underlying practices. Rejection could take the form of a
reinvigorated opt out right that actually pertains to collection of information. It could also be
implemented through a procedure to enforce an option to delete records. In fact, default rules
creating opt in and opt out may be less important than time limits for keeping data. While some
accommodations may need to be made for keeping data for security reasons, firms should not be
able to use data for marketing purposes for periods longer than those consumers want.
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We can suggest, however, that many of them understand
that behavioral targeting can lead to hidden forms of social discrimination. Many may be
uncomfortable with the realization that tailored content and tracking go hand-in-hand. They may
know that these activities can lead marketers to retail policies that place them at a disadvantage
compared to other consumers. They may fear receiving tailored ads for products that are not as
upscale and tailored discounts that are not as generous as the ones their neighbors get. They may
worry, too, that news served to them based on criteria they don?t understand may separate them
from views of the world received by others whom marketers judge differently.
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Link to Research.