The irony is inescapable. The organization that came to be known as Big Brother (who is watching you!) is trying to protect your Online privacy.
The mechanism for that protection is provided by Senate Bill 418, introduced by Sen. John Rockefeller (D-WV) back in February.
Rockefeller’s bill, called the Do-Not-Track Online Act of 2013, requires the Federal Trade Commission to establish a mechanism that allows individuals to indicate whether they want to to have personal information collected by online service providers, including by providers of mobile applications and services. The bill would also prohibit providers from collecting personal information on individuals who have said they don’t want such information collected.
The bill also allows the collection of personal information if it is necessary to provide a service that users have requested. And it provides for FTC and state enforcement of the bill’s rules and regulations.
The Do-Not-Track bill is similar to legislation Rockefeller introduced in 2011, which the Senate did not pursue in an effort to allow the private sector to address the issue. The idea was that self-regulation by the industry is preferable to government intervention.
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It seems that time may have run out for the industry to act.
The Senate Committee on Commerce, Science, and Transportation held a hearing on the bill on April 24, during which Sen. Rockefeller accused the ad industry of dragging its feet on the creation of specs for a Do Not Track browser option. Rockefeller commented, “A commitment was made to honor Do Not Track requests from consumers that has not yet been followed through,” Rockefeller said today. “I want the witnesses to explain what has gone wrong and what they can offer to make Do Not Track a reality as they promised to do.”
One of the witnesses, Luo Mastria, managing director of the Digital Advertising Alliance, blamed Microsoft and Mozilla for the failure of the AdChoices self-regulatory program. According to Mastria, the Digital Advertising Alliance offered a simple one-button Do-Not-Track, but was short-circuited by the actions of Microsoft and Mozilla.
Whoever is at fault, it seems clear that Rockefeller will not back down in his push to give consumers a viable Do-Not-Track option. A recent article in ADWEEK pointed out that Rockefeller is not running for re-election and has nothing to lose by making consumer privacy part of his lasting legacy in Congress. Whether the rest of Congress feels as strongly about the issue, and is as committed as Rockefeller, remains to be seen.