FTC Proposes Online Protection Mechanism

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FTC proposes online protection mechanismThe Federal Trade Commission (FTC) has asked Congress to consider approving an online privacy measure.

According to USA Today, the agency has proposed a Do Not Track mechanism that would allow consumers to stop advertisers from tracking them on the Internet, similar to the Do Not Call registry that allows people to prevent calls from telemarketers.

David Vladeck, director of the FTC's consumer protection bureau, said that online advertisers will not limit their activity voluntarily, so a legislative mandate may be necessary to protect consumers. If the proposal is approved, Web browsers would be required to include a feature that allows users to review data that has been collected about them, and an option to not be tracked by anyone.

The nonprofit group Consumer Watchdog has pledged its support for the FTC's proposal and has requested that Congress pass the necessary legislation to implement the protection tool. If Congress does not take action, Consumer Watchdog president Jamie Court said that he will push for regulations on a state level.

"As a ballot measure backer who knows the public wants these protections, I for one am ready to move in California to make a 'Do Not Track Me' mechanism mandatory," said Court.

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