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Regulator Questions Do Not Track's Feasibility

BEHAVIORAL TARGETING—U.S.

March 14, 2012

A Federal Trade Commission (FTC) official has expressed concerns that a do-not-track (DNT) solution is not currently available. FTC Commissioner Thomas Rosch told Reuters that he doesn't "see any of the 'do-not-track' solutions as ready for prime time." According to the report, lobbyists on both sides of the debate say the absence of a consensus on a DNT solution has contributed to a delay in the FTC's staff report. Rosch says that implementing DNT technologically will be difficult and has asked the FTC to look into what data online advertisers collect and use before pushing for a DNT solution. According to POLITICO, "A policy gulf still separates" stakeholders--including regulators, privacy advocates and industry representatives--on how consumers should be tracked online.  
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