"Our goal is not to hinder online advertising,"
said Rep. Rick Boucher, (D.,-VA) who is the House Energy and Commerce
Subcommittee on Communications, Technology and the Internet leader,
speaking with the Associated Press. "This will make
people more likely to trust electronic commerce and the
Boucher's legislation is still being worked
on, but would help inform internet users that the search queries they
conduct and the personal information posted on social networking web
sites can be tracked by advertising marketers. Furthermore,
it's expected lawmakers will approve some type of law that helps
protect online personal information. Internet users can also "opt
in" or "opt out" when they are informed their
information may be collected.
Sites collecting medical
and financial information, sexual orientation, Social Security
numbers, and other sensitive information would be required to have
"opt in" status.
Companies that collect information
or have a third-party contractor collecting data must inform internet
users of the data that is being collected.
legal pressure has led to advertisers already being put on notice of
upcoming changes, with a draft of self-regulatory principles released
to avoid government involvement. The Federal Trade Commission
(FTC) released the guidelines in early 2009.