Do-Not-Track Hearing Tests Water for Consumer Protection Legislation

The House Subcommittee on Commerce, Trade, and Consumer Protection convened on December 2nd to discuss possible "Do-Not-Track" legislation for the Internet. If enacted, the law would regulate the collection of consumer behavior online and give web users the chance to opt-out of tracking methods employed by Internet advertisers.

Consumers already have the option to opt out of telemarketing phone calls that they find intrusive. "Do-Not-Track" legislation is similar, challenging advertisers' use of behavioral tracking tools and keeping data-gathering firms at bay by letting consumers opt-out of tracking.

Subcommittee Chairman Bobby Rush (D-IL) is considering adding a do-not-track requirement to a privacy bill next year, and remains optimistic about its implementation.

"Through such a mechanism, consumers could advise would-be trackers unambiguously and persistently that they do not wish to be followed by digital snoopers and spies across websites and their various fixed and mobile computing devices."

Also, David Vladeck, Director of the Federal Trade Commission, sees merit in the do-not-track option. As a supporter of the personalized, experience-targeted advertising offers, he nevertheless believes that the ability to opt-out should be available to all consumers.

"The practice [of data-collecting] continues to be largely invisible to consumers ... The Commission, consumer groups, and leading industry participants have supported the idea of improved transparency and consumer choice over the practice of tracking consumers to serve targeted advertisements."

With these first steps, consumers are closer than ever to privacy protections that will keep them safer online.

Hearing on "Do-Not-Track Legislation: Is Now the Right Time?"