More and more people surfing on the Internet are now worried that their information is being tracked, used and shared without being aware of it. Often the information of an individual is being used by marketers so they can more efficiently target their advertising to each person, by studying their habits and behaviors. But how can this be controlled and regulated?
The Federal Trade Commission came up at the beginning of the month with a framework of recommendations to protect consumer's privacy on the Internet. According to the report made by the FTC, data is sometimes collected in an unclear and irresponsible manner. The FTC is calling for more ''reasonable'' security, access and procedures; but what would ''reasonable security'' mean in that context? When reading the proposal it seems that first the FTC is only focusing on current issues and not projecting into the future; but mainly from my point of view none of those recommendations are really going to solve the problem.
One interesting recommendation brought by the FTC is the creation of a Do-Not-Track option; which would allow the consumer to refuse the collection of their information for targeted marketing. Even if the idea seems attractive, I don't believe it would necessarly be a good idea. First does that really mean that your information will not be used? This would be hard to believe. Also are companies going to be willing to follow this recommendation, considering the potential for sales increase using behavioral marketing? Ideally, there should be a compromise between the consumers and the companies on this issue, where there would be more information protection for the consumer; but also enough information available for the companies to operate effectively.
I think that the do not track solution will be a not fast and easy tool of implementation when many interests are in the middle. Right now companies such as Microsoft are coming with the implementation of a solution that seems to serve the only purpose of keeping some control over users and diminish pressure from FTC . They are coming with a version of internet explorer browser that lets users add lists of sites they don’t want tracking them. This feature, however, does not come with the lists and the user must create and find his or her own lists they want to block, thus making the user the only one responsible for the no tracking action. This procedure seems very dispensable, costly, and not efficient.
ReplyDeleteGreat post Clo! The FTC did a really good job with the recommendations for more privacy for the consumer. I think that the do not track button is really funny, but necessary and a very clear indication of what the consumer really wants. I also agree with your point about the companies really following the potential FTC regulations. Who is really going to moderate the companies and make sure that they are following the rules in that aspect. I discuss the FTC and the new regulations in my blog as well! Check It Out!
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