On Internet Privacy, Fend for Yourself

The Washington Post ran a story ten days ago about the FTC's review of behavioral targeting by Internet advertisers.  The Internet privacy issue is much more interesting to privacy advocates and journalists than to the average Internet user.  Most people have little interest in the issue, and those who do care about it protect themselves with cookie deleting or ad-blocking tools that are inexpensive and readily available. The FTC has repeatedly told Congress that it already has all the regulation it needs to protect Internet users, because deceptive practices are already illegal, and almost any egregious intrusion on your privacy can be connected to a deceptive practice.

With my strong understanding of the Internet marketing landscape, I recommend to friends that they familiarize themselves with the information that marketers collect. When it crosses the boundary of their personal comfort zone, take action. Often that's as simple as opting out or adjusting browser tools. Do not rely on the government law or regulation to protect you; the landscape shifts too quickly for that ever to be effective.

For instance, many search engines, by default, track every search query you enter, particularly if you have an account with the search engine and are signed in.  Some people view such a history as a benefit, because they can retrieve old searches and perform them again. To others, it's creepy. And fortunately for those in the latter group, most search engines make it easy to opt out of having their  search history collected.  Likewise, some Internet service providers are working with marketers to track every single Web site you ever visit, and then create a targeting profile.  As long as these ISPs adequately (that being the critical watchword) disclose their practices and enable users to opt out (which they can do by switching ISPs, for starters), there is no need for the government to do anything more, other than ensure there is adequate competition in the marketplace.

How do you familiarize yourself with Internet marketing practices? FindingDulcinea's Web Guide to Internet Marketing and Privacy covers both off-line and online marketing practices as well as how to take steps to opt out of practices you personally are uncomfortable with.

Mark Moran
Founder and Chief Executive Officer