Discussions about the legality and potential guidelines for behavioral targeting online are taking place.
The Federal Trade Commission is still is trying to decide what advertisers are allowed and not allowed to track. The article cited these topics as possibly being excluded from tracking in the future:
1) Certain medical/health conditions–
- HIV/ AIDS status
- Sexually-related conditions (e.g., sexually transmitted diseases, erectile
- dysfunction)
- Psychiatric conditions
- Cancer status
- Abortion-related
2) Certain personal life information–
- Sexual behavior/orientation/identity (i.e., Lesbian/Gay/Bisexual/Transgender)
- Criminal victim status (e.g., rape victim status)
We don't know what will happen yet, but it is important that these regulations are coming into play. Privacy barriers are being broken down more and more, and it is important for there to be ways to build them back up. Overall, I think it would be a good thing to set limitations on what advertisers are allowed to track and therefore manipulate web pages based on demographics. Many people do not realize that they are constantly handing over sensitive information that tracks their behavior and many people who do realize, have limited choices for opting out. The trade for many of these websites that people make is simply information, so it is a very gray area. When is it exploitation and when is it a beneficial service that
helps direct people toward things they might find useful?
I think that some limitations would help protect people and that these topics are sensitive enough to warrant discussion and possible regulation. I don't think that all tracking should be banned, because that would destroy a lucrative economic system, and many people don't mind exchanging information for free services...
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