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Starting today, new guidelines allow consumers to opt out of receiving targeted ads based on their online movements. But some experts say the new guidelines don't do enough to protect user privacy and are calling for more robust measures, The Sydney Morning Herald reports. Ten companies have thus far signed on to a code that introduces rules around the tracking of users and will now have six months to enact an opt-out mechanism that users can access at Web site youronlinechoice.com.au. A spokesman from Electronic Frontiers Australia said the new guidelines will actually do little to increase privacy and calls instead for a do-not-track mechanism. A government spokesperson said the new guidelines are the "start of an ongoing process."
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