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Will "Do-Not-Track" Become the Law of the Web?

PRIVACY LAW—U.S.

January 21, 2011

While the online industry is opposing the Federal Trade Commission's call for a voluntary do-not-track mechanism, MediaPost reports that some privacy experts believe the initiative will move forward. A Future of Privacy Forum poll, for example, found that 86 percent of respondents "believe that do-not-track will be enshrined in law by the end of the year," the report states. Examining do-not-track, the report suggests that if it does become law, "there's no reason to think it would lead to the end of either free content or online advertising. On the contrary, do-not-track is just another name for the notice-and-choice principles the industry has endorsed since at least 2000" with one important change--the industry would be regulated.
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