FTC considers online ‘do not track' Internet privacy option

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Washington, D.C.—The Federal Trade Commission is considering a “do not track” list to address Internet advertising privacy concerns, similar to the Do Not Call Registry pertaining to telephone solicitations.

According to FTC Chairman Jon Leibowitz, the commission will consider Internet user and business feedback before issuing a report on the topic later this year.

“The commission continues to believe that requiring affirmative express consent for material retroactive changes to how data will be used is an essential means of maintaining transparency,” Leibowitz said in statement provided by the FTC this week.

The Direct Marketing Association, however, opposes such an initiative.

“Any ‘do not' national list doesn't work, and undermines the basis of the Internet as we know it now in terms of free content and companies being able to monetize the Internet,” said Jerry Cerasale, senior VP-government affairs at the DMA, in a statement. “Self-regulation is the way to go.”

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