Data Miners Gathering Personal Information
If the FTC is able to mandate that browsers install a universal, easy-to-use "do not track" option, consumers will not need to take additional steps to prevent their data from being gathered.

February 25, 2011 /24-7PressRelease/ -- Have you noticed ads showing up alongside search results that seem to be reading your mind? Every time you are online, your search history is being tracked by your Internet browser. This information is compiled and used to connect you with ads that are targeted toward your search habits. According to the Interactive Advertising Bureau, these targeted advertisements account for over $300 billion worth of purchases.

Surprisingly, most web users are unaware that this is even happening, and have little opportunity to stop companies from gathering search trends. A study by researchers at Worcester Polytechnic Institute examined 127 of the most popular consumer websites. Personal information about visitors was tracked at 84 percent of these sites, and could then be used by these or other companies to learn more about their consumers.

However effective this may be for advertisers, critics contend that there are major invasions of privacy issues present, since many users are not asked for permission before this information is collected. Because of these concerns, the Federal Trade Commission would like to give Internet users an option to opt out from being tracked by data miners. The proposed "do not track" list would force browsers and search engines to stop compiling information regarding search habits.

The FTC feels that the industry has not done enough to address privacy concerns. Google Chrome, Internet Explorer and Firefox have built "do not track" functionality into their new Internet browsers.

It is unclear how effective these measures will be. Some browsers will ask users to enter in the sites that they would like to restrict from tracking. Others will require the advertisers to adhere to the request, which could be outside of the browser's control. Not all web users are savvy enough to understand how to enter the necessary information each time they sign on, making browser-implemented tools ineffective.

If the FTC is able to mandate that browsers install a universal, easy-to-use "do not track" option, consumers will not need to take additional steps to prevent their data from being gathered. The agency hopes to increase awareness of this issue among members of Congress, because more and more personal information is being made available online.

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