Definition Edit

Web tracking is the recording the websites that people visit when using a computer or other Internet access device.

Overview Edit

While current privacy laws do not explicitly address the use of web tracking, the Federal Trade Commission (FTC) has taken enforcement actions related to web tracking under its authority to enforce the prohibition of unfair or deceptive acts or practices.[1]

"Some of the most publicized debate on privacy and new technologies has centered on consumers' ability to control tracking of their web activity. Areas of disagreement include the effectiveness of voluntary initiatives that allow consumers to exert some control over tracking and the use of information collected during tracking. For example, the Digital Advertising Alliance developed an icon to let web page users know that their visit was being tracked and their actions used to infer their interests and target future advertising. Users can click on the icon to learn more about targeted advertising and control whether they receive such advertising and from which companies. Some privacy advocates have pointed to limitations to this mechanism (for example, the opt-out option only applies to companies in the Digital Advertising Alliance)."[2]

References Edit

  1. See, e.g., United States v. Google Inc., 2012 WL 5833994 (N.D. Cal. Nov. 16, 2012).
  2. Information Resellers: Consumer Privacy Framework Needs to Reflect Changes in Technology and the Marketplace, at 15.

See also Edit

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