Yesterday, the Senate held hearings the state of online privacy and the FTC issued this report. Here is a summary of the “Do Not Track” proposal.
- Any Do Not Track system should be implemented universally, so that consumers do not have to repeatedly opt out of tracking on different sites;
- The choice mechanism should be easy to find and easy to use;
- Any choices offered should be persistent and should not be deleted if, for example, consumers clear their cookies or update their browsers;
- A Do Not Track system should not only allow consumers to opt out of advertising, it should allow them to opt out of tracking altogether; and
- A Do Not Track system should be effective and enforceable without technical loopholes.