Emboldened by their victory in quashing online piracy legislation, U.S. Internet companies are gearing up for a battle over whether consumers should be able to restrict efforts to gather personal data.
Google Inc, Facebook, Apple Inc and other tech companies have lobbied against congressional and federal agency proposals that would let Internet users press “do not track” buttons on their browsers to block targeted advertising. Consumers could also edit personal information that has been stored about them.
With the privacy issue, the multibillion-dollar Internet industry faces a challenge larger than potentially harmful legislation or regulations that could limit their advertising and corporate growth. Their efforts to self-regulate continue to suffer setbacks amidst accusations of privacy violations and last year’s Federal Trade Commission findings that Facebook and Google engaged in deceptive privacy practices.
The FTC is expected to issue new privacy recommendations in the coming days, and companies are watching several legislative proposals on Capitol Hill.
Privacy advocates are pushing to give consumers greater control over data collection. The companies must convince consumers that they benefit by allowing personal data to be collected and shared.
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