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We reported on Monday that the Future of Privacy Forum (FPF), along with nine analytics companies, proposed a retail store Do-Not-Track opt-out code of conduct, and on Tuesday, according to an FPF press release, the group received backing from Sen. Charles Schumer (D-NY). CNET News reports that eight out of the 10 major cellphone tracking companies have agreed to the code of conduct, including Euclid, a company that was questioned earlier this year by Sen. Al Franken (D-MN) about its tracking practices. The code requires stores using MAC address tracking technology to post conspicuous signs notifying consumers of the tracking and to offer a website where customers can opt out of being tracked. Schumer said, “This is a significant step forward in the quest for consumer privacy,” adding, “This agreement shows that technology companies, retailers and consumer advocates can work together in the best interest of the consumer.”
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