'Do Not Track' Threatens Whole Web Experience, Says IAB

In the US, the IAB has responded to the Federal Trade Commission's (FTC) recent call for a 'Do Not Track' mechanism to be included in web browsers, with a warning that the solution would require 'reengineering' of the Internet's architecture.

In its 'Protecting Consumer Privacy' report issued last week, the FTC laid out a framework which if implemented would enable regulators to force web publishers and search engines to include a 'Do Not Track' mechanism in their sites and systems.

This suggestion was produced in response to US privacy groups' concerns that ad targeting companies which track consumer browsing habits and use this data to target users with specific ads, may be in breach of privacy regulations.

However, the IAB (Interactive Advertising Bureau) says the 'Do Not Track' proposal should not be confused with the National Do Not Call Registry, which enables citizens to opt out of receiving unsolicited marketing phone calls. 'Phone calls consist of one-to-one connections' the IAB said in a statement 'and are easily managed, whereas the Internet is comprised of millions of interconnected web sites, networks and computers - a literal ecosystem, which would require reengineering of the Internet's architecture to create'.

The bureau points out that consumers depend on sharing data within this architecture to customize news sites, optimize web services such as social networks, receive relevant content and advertising across the web, and more.

'Do Not Track is a misnomer because you cannot turn off data sharing online and, if you could, consumers would encounter a severely diminished experience,' the IAB said in a statement. 'Policy makers should not promise a 'consumer protection program' they cannot deliver without disenfranchising the American public.'

In October, the IAB and other trade associations linked up to launch a new body tasked with encouraging self-regulation by the online ad industry. This coalition believes consumers are best served by a system that makes them aware of online behavioral advertising (OBA) practices while empowering them to exercise an opt-out mechanism.

While recognising that self-regulation may be a viable option for achieving its goals of consumer transparency, the FTC is keen to receive feedback on the 'Do Not Track' idea. The IAB's feedback is clear: such a program would deliver 'a government-sponsored, and poorly managed, ad-blocking program - something inimical to the First Amendment.'

Web site: www.iab.net .