28 September 2008

US - Large ISPs endorse customer opt-in for Web tracking

(IDG)
Three of the four largest ISPs (Internet service providers) in the U.S. will adopt policies that require them to get meaningful permission from customers before tracking online activities. Representatives of AT&T, Time Warner Cable and Verizon told a U.S. Senate committee that they currently do not engage in behavioral advertising that uses subscribers' Web activities to deliver contextual ads. If the ISPs decide to start behavioral advertising programs, they will give customers a detailed description of the ad program and ask for permission before tracking online activities, the companies said. However, the ISPs also suggested that legislation is not now needed to protect customer privacy online.