Washington, D.C.—One more federal Internet privacy bill has been floated, as politicians seek ways to protect consumer privacy and limit marketers' use of online behavioral information for advertising purposes.
A Senate bill
to be introduced by Jay Rockefeller, D-W.Va., would require companies to allow Internet users to opt out of online behavioral tracking for marketing purposes. Rockefeller's Do Not Track Online Act of 2011 also would empower the Federal Trade Commission to penalize companies that violate its terms.
A similar bill introduced last month
by Sens. John Kerry, D-Mass., and John McCain, R-Ariz., would require Internet advertisers to offer viewers “robust and clear” notice and opt-out mechanisms from being tracked for behaviorally targeted advertising purposes. In February, Jackie Speier, D-Calif., introduced a bill
along the same lines in the House of Representatives.