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Gallup: U.S. Internet Users Ready to Limit Online Tracking for Ads

Follow up to FTC Staff Issues Privacy Report Offers Framework for Consumers, Businesses, and Policymakers, this news from Gallup: “U.S. Internet users would likely welcome a “Do Not Track” measure like the one the Federal Trade Commission is currently considering to keep advertisers from tracking their movements online. Gallup finds Internet users largely aware that advertisers use their online browsing history to target ads to their interests, but largely opposed to such tactics — even if they help to keep websites free…The results, from a USA Today/Gallup poll conducted Dec. 10-12, 2010, come as the Federal Trade Commission considers a measure that would allow Internet users to essentially opt out of online tracking, as they do with the telemarketing “Do Not Call” list. AdWeek in a recent editorial said such a measure would amount to an “apocalypse” for online advertisers, particularly for the fast-growing $1.1 billion industry that relies on these tactics to target content to users.”

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