In December 2010, the FTC outlined expectations which included more transparency between companies and how they track consumer information, and the ability for consumers to opt-out. Being proactive, Google, Bing and Microsoft all created opt-out browser add ons.
The message sent by Congresswoman Speier, sponsor of the bill, was “privacy over profit.” (Sorry, I had to pause for a little laugh. I was imagining politicians during campaigns using their voter databases, behavior and location analysis, and other stats to help win an election. Good thing politics is non-profit).
It’s a bill with good intent and the message is: consumers need more awareness and control over how their information is being used online, while companies need to be more forthcoming about their policies and offer consumers a means to opt-out.
Who is Excluded From the Bill?
- Companies/individuals that store information for fewer than 15,000 individuals.
- Companies/individuals that collect information on fewer than 10,000 individuals in a 12-month period.
- Companies/individuals whose primary business is not to “study, monitor, or analyze the behavior of individuals,”
Information Covered in the Bill
- Web sites and content accessed.
- Date/hour of online access.
- Geolocation of the computer from which the information was accessed.
- Browser, device or application by which the information was collected.
- IP address, or customer number.
- Name, address, email and or username.
- Telephone or fax number.
- Government-issued IDs (tax id, passport, driver’s license, etc.).
- Debit card numbers and account numbers.
- Sensitive information (health, medical, financial, etc..).
Comments About the Bill?
Tell us what you think of this proposed law. Is it a long-time coming, or does it unfairly target online marketing?
“U.S. Internet Users Ready to Limit Online Tracking for Ads.” Gallup.Com – Daily News, Polls, Public Opinion on Government, Politics, Economics, Management. USA Today/Gallup, 21 Dec. 2011. Web. 12 Feb. 2011. http: //www.gallup.com/poll/145337/internet-users-ready-limit-online-tracking-ads.aspx
Speier, Congresswoman Jackie. “Do Not Track Me Online Act.” Do Not Track Me Online Act. Congresswoman Jackie Speier, 9 Feb. 2011. Web. 11 Feb. 2011. http: //speier.house.gov/uploads/Do%20Not%20Track%20Me%20Online%20Act.pdf