The World Wide Web Consortium has rejected a Do Not Track standard proposed by the online advertising industry. The industry proposal would have allowed advertising companies to continue to collect data about the browsing activities of consumers, but would have limited the way companies could characterize users based on that data. The group stated that industry's proposal was "less protective of privacy and user choice than their earlier initiatives." Senator Rockefeller, the Commerce Committee Chairman, has introduced legislation to regulate the commercial surveillance of consumers online. EPIC has previously recommended to Congress that an effective Do Not Track initiative would need to ensure that a consumer's decision is "enforceable, persistent, transparent, and simple." For more information, see EPIC: Online Tracking and Behavioral Profiling.
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Privacy Law Sourcebook (2016)