Web marketing ‘opt out’ sought by US consumer groups
Consumer groups in the US have called on the Federal Trade Commission to introduce an ‘opt out’ list for web surfers to avoid having their details tracked by online marketers.
In a move that could disrupt current marketing practice if adopted worldwide, the suggestion from privacy campaigners would also stop health and financial information being linked directly to a user.
In addition, firms using behavioural marketing techniques would have to be subject to checks to ensure privacy is not breached.
"Online opt-outs should be as well-known and as easy as the Do Not Call list," said Mark Cooper, research director of Consumer Federation of America, referring to the register of consumers who do not want to be contacted at home by telemarketers.
Tracking visitor information has become a major part of online marketing, as it provides retailers and website owners with an insight into each user’s interests, which means they can be targeted more accurately and effectively with online adverts.
