The new measures are part of a larger government effort to improve online privacy. The administration has urged Congress to pass federal legislation in support of the measures. It also wants lawmakers to give the Federal Trade Commission and State Attorneys Generals additional powers to enforce the measures. Professor Hayes says the effectiveness of the bill will depend strongly on that.
DARREN HAYES: "What's also going to be important about this legislation are the penalties and fines that will ultimately be imposed for non-compliance."
Also last week, a group of Internet browser companies agreed to support plans for adding "do-not-track" technology to their web browsers. The group agreed not to use tracking information to target personalized ads to users who do not wish to be identified. The companies will, however, still collect the information.
