Do-Not-Track legislation has many advertisers worried about the implications of losing out on visitor data. In short, Do-Not-Track would eliminate the ability to serve targeted advertisements, among other things. But it looks as if a solution might be near.
Sens. John Kerry and John McCain have introduced a bill, titled Commercial Privacy Bill of Rights, that appears to find a sensible middle ground concerning Do-Not-Track legislation. In the bill, every company would have to give "robust and clear" notice that users can opt-out of any and all tracking mechanisms. And for some sensitive information, users would need to five their consent by opting in.
Most important is that the bill does not contain sweeping Do-Not-Track legislation.
“Americans have a right to decide how their information is collected, used, and distributed, and businesses deserve the certainty that comes with clear guidelines,” Kerry said. “Our bill makes fair information practices the rules of the road, gives Americans the assurance that their personal information is secure, and allows our information-driven economy to continue to thrive in today’s global market.”
It's been obvious for some time that data tracking was in need of legislation. But the major fight has been deciding what kind of legislation is appropriate. Consumer advocacy groups have pushed for blanket Do-Not-Track legislation, while advertisers and tech companies have sought something softer. Sens. Kerry and McCain might have found a solution.
See the Commercial Privacy Bill of Rights bill here.