Do-Not-Track Bill Introduced In Senate

The head of the Senate Commerce Committee on Monday introduced a new privacy bill that would require ad networks and other companies to honor consumers' requests to opt out of online tracking.

The Do-Not-Track Online Act, unveiled by Sen. Jay Rockefeller (D-W.Va.), directs the Federal Trade Commission to craft rules establishing standards for a universal do-not-track mechanism.

There is no question users deserve protections of their personally-identifiable data, as one would expect protection of credit card and other personal data. As with all well-intentioned objectives, it will be tough to craft rules that are effective for those purposes, yet flexible enough to be implemented by application and service providers without excessive externalities and unintended consequences.

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