A consumer advocate says the Federal Trade Commission (FTC) should key in on "what business online companies are really in." In a San Francisco Chronicle article, John Simpson of Consumer Watchdog says that advertising is the business for some, and that the commission needs to determine "what regulations will be effective in letting consumers protect personal information." "The FTC's job is to make sure that consumers have control of what data is gathered, how it is used and how long it's kept," says Simpson, adding that new technology is no silver bullet for protecting privacy. "The FTC should keep it simple," he writes, "just let us tell the companies 'no.'"
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