Sen. Jay Rockefeller (D-W. Va.), chairman of the Senate Commerce Committee, has announced (pdf) that he will introduce next week a Do-Not-Track bill. Do Not Track proposals would allow consumers to restrict the data gathered by Web sites and marketers on the consumers’ online browsing or purchases. Here’s more info from Rockefeller:
Chairman John D. (Jay) Rockefeller IV announced today that he will introduce legislation to provide consumers with the capability to better protect their personal information from being collected and used by online companies. The announcement comes as the Committee is also working on comprehensive legislation to increase cybersecurity following scores of high-profile hacking incidents against individuals, government and the private sector. Rockefeller said he would introduce his Do-Not-Track Online Act of 2011 next week. […]
The Do-Not-Track Online Act of 2011 would:
- Create a universal legal obligation for all online companies to honor consumer choice when consumers do not want anyone to collect information about their online activities;
- Allow the Federal Trade Commission to pursue enforcement action against any company that does not honor this request by consumers;
- If consumers ask not to be tracked, allow companies to collect only the information that is necessary for the website or online service to function and be effective, but then place a legal obligation on the online company to destroy or anonymize the information once it is no longer needed.