Description: The Federal Trade Commission unveiled an online privacy proposal that includes a “do not track” option for consumers on the Internet, similar to the “do not call” list that exists to block telemarketers.  The plan would allow the consumer to block their Web-surfing history and thus prevent third-party sites from using online activity to serve up targeted advertisements.  Despite “do not track” technologies currently used by Google, Microsoft, and Firefox, the FTC states self-regulation of privacy has not worked adequately and they plan to take action against companies across the line.  Many in the industry shudder at the notion of a legislative solution for fear it could stymie innovation.

Source: PCMag.com

Date: December 1, 2010

Link: http://www.pcmag.com/article2/0,2817,2373681,00.asp

Questions for discussion:

• For websites that rely on advertising dollars to provide the consumer free content, how would the “do not track” proposal alter their business model?
• Do you support the adoption of the FTC plan?  Why or why not?
• Would you be willing to pay for web content that was once free?