The progress made by the Digital Advertising Alliance to protect consumer online privacy using an industry self-regulatory program and a public education campaign may not be sufficient to ward off more strident “Do Not Track” legislation, according to Commerce Committee Chairman Sen. Jay Rockefeller (D-W. Va.), who spoke at a recent Senate Commerce Committee hearing. Rockefeller and Sen. Richard Blumenthal (D-Conn.) introduced a Do Not Track bill on Feb. 28. However, the DAA asserts that its program is the only one that gives consumers choice. “The DAA’s efforts have helped to ensure that consumers will continue to have preferences regarding which ads they wish to see using a one-button mechanism,” said Coalition for Healthcare Communication Executive Director John Kamp. Read more.
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