The report calls on American businesses to use best practices when it comes to privacy, specifically it calls for :
- Privacy by Design – companies should build in consumers’ privacy protections at every stage in developing their products. These include reasonable security for consumer data, limited collection and retention of such data, and reasonable procedures to promote data accuracy;
- Simplified Choice for Businesses and Consumers – companies should give consumers the option to decide what information is shared about them, and with whom. This should include a Do-Not-Track mechanism that would provide a simple, easy way for consumers to control the tracking of their online activities.
- Greater Transparency – companies should disclose details about their collection and use of consumers’ information, and provide consumers access to the data collected about them.
“If companies adopt our final recommendations for best practices – and many of them already have – they will be able to innovate and deliver creative new services that consumers can enjoy without sacrificing their privacy,” said Jon Leibowitz, Chairman of the FTC. “We are confident that consumers will have an easy to use and effective Do Not Track option by the end of the year because companies are moving forward expeditiously to make it happen and because lawmakers will want to enact legislation if they don’t.”
The report takes a swipe at data brokers – who exist solely to buy, collate, and sell highly personal information about consumers, often without consumer consent or their knowledge about how this data is being used. The FTC reminds data brokers that existing legislation already gives consumers the right to access information held about them by data brokers. But it also recommends that data brokers make their operations more transparent and create a centralized website where consumers can get information about their practices and their options for controlling data use.
Concerns over data brokers rose last year after an investigation by The Associated Press which found that many such brokers frequently store incorrect or outdated information, including criminal records. The investigation found that some people were denied jobs because a data broker had incorrectly reported them as a convicted felon. Last year the data broker HireRight Solutions Inc. was forced to settle a class-action lawsuit for $28.4 million after widespread complaints about inaccurate records led to legal action against the company.
The work done by the major browsers (like Firefox and Chrome) to develop do-not-track technology has been commended by the FTC. With DNT users have a choice about whether to be tracked by third parties as they move across the web. The World Wide Web Consortium, the group which defines the various technology standards for the Internet, are currently developing a universal web protocol for Do Not Track. “The Commission will work with these groups to complete implementation of an easy-to-use, persistent, and effective Do Not Track system,” the report says.