A new online privacy
legislation could be introduced by November that will require sites to
be more transparent about their data collection techniques and the
information they gather.
A privacy legislation, which is expected to have an impact on
online advertising, may arrive by November. According to Rep. Rick
Boucher, Head of the House Subcommittee on Communications, Technology
and Internet, a bill having bipartisan support may be introduced,
before the Congress adjourns for the winter break.
The main aspects of the legislation are that sites will have
to be transparent about the data collection techniques they use and the
information they collect from people. Boucher also said that this
information should be accessible to people in the form of a privacy
policy. In what could have far-reaching implications, the legislation
is expected to restrict a web publisher’s capability to share client
information with third parties.
Speaking about deep packet inspection (DPI), a technology that
permits ISPs to keep track of user interactions all over the Internet
for the purpose of ad targeting, Boucher said that ISPs could use it
after they’ve acquired clients’ permission. He also said that the
Federal Trade Commission (FTC) would have the authority to impose the
privacy code.
The bill also contains a clause that would create a safe
harbor for those companies that have strong self-regulatory programs
approved by the FTC. The FTC also stated that the present
self-regulatory measures may are not rigorous enough and disclosure of
data collection and usage should be 'in or near ads,' apart from the
privacy policy.
Privacy is very important and should be safeguarded. It is
equally important for users to be aware of the information they are
providing. When that happens, they will be able to make informed
decisions about what they want to divulge or keep secret.
The bill that's expected to be introduced by November
definitely safeguards privacy. But it's just as important to give a
young industry like this enough scope to expand and innovate. The
lawmakers ought to take care that new regulations do not stifle this
scope.
In a nutshell, transparency about data collection techniques
and accessible information will prove to be very useful to users and
give a much-required boost to online privacy.
Source: http://www.clickz.com/3635153
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