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Online Privacy Rules Being Developed by the FTC

By Brad Finkelstein

Marketers of all types have had to deal with a number of new rules regarding customer contact in recent years. Now, online marketers might have to deal with a “do not track” list if the Federal Trade Commission gets its way.

A preliminary staff report from the agency provides a framework to balance consumers’ rights to privacy with online marketing innovations that use information to develop new products and services.

The report suggested implementation of a “do not track” mechanism so consumers can choose whether to allow the collection of data regarding their online searching and browsing activities. This mechanism, FTC said, is likely to be a persistent setting on consumers’ Internet browsers.


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