'Do Not Track’ tool needed for web users

If the 'Do Not Call' registry helped Americans avoid unwanted telemarketers, can a 'Do Not Track' option protect their privacy online? The Federal Trade Commission thinks so, and in a Dec. 1 report on consumer privacy in the digital age called for new tools to control the collection of information about consumer's Internet activity.

In releasing its report, titled 'Protecting Consumer Privacy in an Era of Rapid Change,' the FTC argues there is now widespread support for more transparency and choice surrounding the largely invisible practice of 'behavior advertising,' in which marketers track a consumer's Internet activity and then deliver ads targeted to those interests, or assumed interests.

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