When internet technology was significantly developed, online activities of consumers started to be tracked by the use of “cookies”. To do this, websites send cookies to the consumer’s computer, making it easy for data miners to easily know consumer behavior online. Having gathered enough information, companies can then target specific products and services to online consumers. It is not easy for consumers to guard themselves against this because only very few of them know how to turn off cookies. They have to painstakingly find out the browser’s privacy settings so that they can opt out of cookies. However, this is easier said than done, even for the experienced user.
Some consumers might find data mining beneficial to them since they can get special offers and discounts if they continually buy the same product. But this is only true to some, because most consumers consider targeted advertisements annoying and threatening to their privacy. That is why authorities never give up in finding ways to protect consumers from these types of unwelcome ads.The FTC wanted to make things easier for the “opt out” issue through the issued proposal. Once approved, consumers can opt out of cookies at anytime they like and, if they wish, turn it off permanently. Users are already fed up with being presented with very long privacy policies. Aside from this, the terms used are hard to understand except for users who have some knowledge of legal jargon. In the FTC’s scheme, consumers would be allowed to know who is following their online activities. More significantly, they will be given the power to permanently decline cookies.
Consumer watchdogs and companies that maintain websites can use this proposal to come together and plan concrete steps that need to be taken. Then they could zero in on some guidelines for consumer protection without hindering innovation on the web.
Image: piyato / FreeDigitalPhotos.net
No comments:
Post a Comment