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Behavioral Targetting of Consumers in Online Advertising

By Daniel Silva
Agence France-Presse

Campaigners are stepping up efforts to curb online tracking of Internet use by firms that deliver adverts tailored to the specific interests of consumers, as polls reveal widespread unease with the practice.

Corporations have always collected personal data on the people who buy their products but in the past this information came from sources such as magazine subscriptions and warranty cards, experts at a three-day privacy conference that wrapped up Friday in Madrid said.

Now it is flowing at breakneck speed into databases from multiple online sources, from dating services to newspaper websites, giving companies the unprecedented power to create detailed profiles of their customers, in many cases without their being aware of it, they added.

"There are so many grey areas in advertising that if the end user knew about it all, it would make their hair grey," said Jorg Polakiewicz, the head of the law reform department at the Council of Europe, a European rights watchdog.

The body is working on a new legal instrument on consumer profiling that it hopes will assist its 47 member states to better protect individuals from abuses, he added. So far only a few member states have legislation in place.

In the United States, Rick Boucher, the Democratic chairman of the House of Representatives' Energy and Commerce Subcommittee on Communications, Technology and the Internet, announced in September that he planned to introduce privacy legislation to regulate this so-called behavioral targeting of consumers.

The move toward greater regulation comes as surveys in the United States and Europe show that a majority of consumers on both sides of the Atlantic are against corporations monitoring their Internet use for marketing purposes.

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