A Right to Online Privacy?

Internet advertising is inherently opt-in. Everything that's collected about you is information you've transmitted over a very public network. When you access a website and allow that site to place a cookie on your computer, you are opting in to information collection. Similarly, when you initiate a HTTP request by clicking on a URL, you are allowing the server at the other end to see your IP address -- and, therefore, your rough location and Internet provider.

Of course, many people aren't entirely aware of the information they transmit by merely browsing the Web. Fortunately, we have public interest groups like CEI and media watchdogs like PBS to aid in spreading awareness about information collection online.

Ultimately, it is individuals -- not government -- who have the real power to control the proliferation of personal information on the Internet. One certainty is that anonymity online is valuable and is something people want; companies do and will seek to provide it at a profit. I say that, again, with the caveat that one must always recognize the inherent openness online, given the Internet's origins and architecture, thus a guarantee may not be airtight as long as criminals and identity thieves are out there.

We certainly advocate the "opt-in" model of information gathering. Opt-in systems are much more protective and ensure that there is affirmative consent. This way there are no surprises; consumers and companies know what to expect from each other from the start. That kind of transparency builds trust in the e-commerce system, which is needed to foster an open, innovative and free Internet.