Imagine if you had a bar code on the top of your head that stores could scan as you walked through their doors allowing them to tell what others stores you had visited. Sounds outrageous, but this is exactly what marketers are able to accomplish though “sniffing” online.
Per the FTC, self-regulation has not progressed at the pace policy makers would like, as such an onslaught of online privacy policies is looming. The solution will need to involve both the policy makers and the industry because online technology is evolving far too quickly for policies or regulations to keep pace.
Currently the “do not track” technology is on the table in congress. This technology allows consumers to opt out of web tracking. Will this technology provide the reasonable privacy to the consumer or will it impose too many burdens on the industry. Time will tell.