An Introduction to the “Do Not Track Me Online Act of 2011”

On February 11, 2011, Rep. Jackie Speier (D-Calif.) introduced the “Do Not Track Me Online Act of 2011.”  The proposed legislation attempts to impose additional regulat0ry burdens upon eCommerce.  The bill would direct the Federal Trade Commission to develop standards and provide enforcement for the Internet “do-not-track” mechanism.  In short, the bill would prohibit the online collection or use of consumers’ personal information.  The failure of online advertisers and marketers to respect a consumer’s choice would be considered an unlawful unfair or deceptive act.  A detailed article written by Richard B. Newman about the issue is available on the Performance Marketing Association’s website at “Do Not Track Me Online Act of 2011 Unveiled”

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