FTC Pushes ‘Do Not Track’ for Consumer Privacy | Street Fight

News

FTC Pushes ‘Do Not Track’ for Consumer Privacy

0 Comments 26 March 2012 by

The Federal Trade Commission this morning released its final Commission Privacy Report, emphasizing the need for a “do not track” mechanism to protect consumers from unauthorized collection of their personal information and more laws to protect consumer privacy. The report will give hyperlocal advertisers, publishers, and location based services some insight on the direction policy makers will take in 2012 regarding consumer privacy.

At a press conference this morning in Washington, D.C., Chairman John Leibowitz said that the report emphasizes three primary principles:

1. Business should incorporate privacy by design in their products.

2. Consumers and  businesses should have a simpler set of choices on how their personal information can be used, including the implementation of a “Do Not Track” mechanism that applies across all platforms.

3.  Businesses should give consumers better explanations on how information is used. The report emphasizes that notices should be clearer, shorter, and more standardized.

The intent of the report is “not to erect a stop light, but to look at the traffic pattern,”  Leibowitz said. When it comes to collecting consumer information, “consumers should have that choice and consumers should have that control.”

Chairman Leibowitz said the FTC will work with industry such as makers of browsers, the Digital Advertising Alliance and the World Wide Web Consortium to implement a workable “do not track mechanism” that will enable consumers to permit or deny data collection from their use of computing and mobile devices.

Chairman Leibowitz said that if the industry and policy maker do not have an acceptable and industry-wide “do not track” system in place by the end of the year, legislation requiring such do not track mechanism is likely. The FTC is scheduling a workshop on May 20, 2012 to review best practices for mobile advertising disclosures.

Regarding data brokers, the FTC will support legislation that would give consumers access to information held by such data brokers. The FTC contemplates in its report the creation of a centralized web site where data brokers can identify themselves to consumers and provide consumers with information on the choices they have with their data.

“The computer is the consumer’s property, and they have a right to what is put or taken from their computer,” said Chairman Leibowitz.

Brian Dengler is an attorney with Vorys Legal Counsel and journalist who covers legal issues in eMedia. He is a former vice-president of AOL, Inc., a former newspaperman, and an EMMY-winning TV journalist. He teaches new media issues as an adjunct at Kent State University and formerly at Otterbein University.




Newsletter

Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Local Merchant Report

Learn how to better target this important-yet-elusive market. Key insights, case studies, and strategies make this a report you can't afford to miss.
Get your copy today!

Free eBook

How Mobile Location and Behavioral Context Skyrocket Conversion Rates: Location personas increase the value of ad inventories and give publishers a way to better target content. Learn how it works and improve your ROI now. Get the ebook produced by:
Download here

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Get your copy today!

Why Local is the Future of Commerce

The local marketplace is under renovation and four layers of disruptive technologies have emerged. Siloed early on, these industries are starting to coalesce, working together to form layers in a coordinated stack. Read the introduction to "The Local Stack" special report, underwritten by Yext.

How Back-Office Innovation Is Transforming Local

In this new report, Street Fight takes a look at the impact of supply-side technologies on the local marketing industry, detailing the opportunities and risks that these emergent services present to existing solutions providers.

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly