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


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.

Denver — March, 5th, 2015
Learn from the pros, network with partners and clients, and ski! Don't miss our second annual event on this important topic.
Register now and save!


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

Free White Paper: Contextualization

Learn how to deliver better, revenue-driving consumer experiences. Download "Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands."

Sponsored by Artisan Mobile.

Follow Us

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

The Fight Hits Home (Services)

We spoke recently with the founders of some of the hottest startups looking to cash in on a massive opportunity in home services. Check out our recent interviews with:
-- Pro.com CEO Matt Williams
-- Thumbtack CEO Marco Zappacosta
-- Serviz CEO Zorik Gordon

The Commerce Graph

The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange.


More people say Street Fight Daily is their only must-read newsletter. Subscribe now!

* indicates required
Email Format

© 2015 Street Fight.

Powered by WordPress. Hosting by Page.ly