A coalition of privacy groups are pushing for the creation of a “Do Not Track List” that would forbid advertisers from tracking online movements of consumers.
Similar in concept to the popular Do Not Call telephone lists, the Internet proposal comes as online ad revenues are growing rapidly, providing critical revenue for Internet businesses. Online ad revenue is forecast to more than double to $44 billion in 2011 from $17 billion in 2006, according to eMarketer.com.
The group, which includes the Consumer Federation of America, the World Privacy Forum, and the Center for Democracy and Technology, argues that users should be notified when online advertisers and Web publishers track their surfing. They also want fuller disclosure of privacy policies and easier methods for opting out from e-mail solicitations, online advertising, and the like. The organizations submitted the proposals to the Federal Trade Commission ahead of the consumer watchdog agency's workshop on November 1-2 to study the increasing use of tracking technology to target online ads.
Industry representatives say targeting means users are more likely to see ads for products they are interested in, rather than random ads. Consumer groups counter that such online companies collect vast amounts of data on Web users that amount to a potential privacy threat. Privacy advocates also say they worry about security breaches and price discrimination. For example, lower-income Web surfers might receive higher interest-rate mortgages or other loan offers than what higher-income consumers receive.