ACM TechNews

Limits on Web Tracking Sought

Wall Street Journal (07/15/08) P. B11; Johnson, Fawn

Lawmakers are investigating a new online tactic used by advertising companies working with Internet service providers (ISPs) to track Internet users' activities. Rep. Edward Markey (D-Mass.), chairman of the Energy and Commerce Subcommittee on Telecommunications and the Internet, says Internet tracking across different Web sites should take place only with customers' consent, and the Internet should be governed by the same privacy regulations as those that apply to telephone and cable services. Rep. Joe Barton (R-Texas) agrees, saying, "I understand the need to collate information. I just don't think it should be done without my permission." Although Internet companies have been tracking users' searches for years to match advertisements to their interests, the practice of third-party companies collaborating with ISPs to track users' online activities across the Web is new. Privacy advocates and some lawmakers argue the practice should be regulated because it gives ad companies unprecedented access to Internet users' movements. Although ad companies say they do not collect personally identifiable information, critics worry that companies retain data on individuals, even if it masks their identities.

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