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FTC: Privacy 3.0 Will Not Differentiate Between PII, Non-PII

PRIVACY LAW—U.S.

July 22, 2010

FTC Commissioner Julie Brill recently highlighted the need for what she described as Privacy 3.0 to address behavioral targeting in online advertising, Chris Hoofnagle writes for The Berkeley Blog, noting that Brill suggests in this new approach to privacy there will be no distinction between personally identifiable information (PII) and non-PII. In addition to not making a distinction between types of personal information, the report states that "Privacy 3.0 will recognize that notice and choice was not enough and emphasize 'just in time' notices" that warn consumers they are taking steps that might result in new data collection as well as giving users notice of "unexpected uses" of their personal information.
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