A Win for Internet Privacy?

Chalk up a small win for the fact that we'll now be able to opt-out of something we never signed up for, and most likely never wanted anyways! Starting this month, online consumers will now be able to control, or even opt out of   behavioral advertising from certain organizations. Behavioral advertising is when internet marketers collect data from an internet user's browser (such as online history and web searches), and use it to determine which types of ads to push to that particular user.

In an attempt to stop more fierce government regulations on this type of advertising, several organizations have come together to create an advertising option icon that will put some power into internet users' hands. The program will be placed at the top of  websites near advertisements, and if clicked, will show you ways to  configure your web browser in order to limit behavioral advertising or even opt-out of  it altogether from participating companies.

The bottom line is this. If many of our favorite websites begin to use this icon, I have no doubt a good number of  people will eventually get curious enough to either click on it or at least find out what it is. Having that said, it may take a long time for the icon to catch on. It really depends on how many companies actually decide to incorporate its use, along with how serious they are about the education campaign that will start in the near future. If industry organizations seriously think more restrictive government legislation may be on the way, then it's only in their best interests to participate in this new program. Why? If nothing more than to make consumers believe they're actually doing something good for a change regarding privacy.

I for one think this new tool is a great idea and will be anxious to find out if it'll be a success or just fall flat on its face. The Council of Better Business Bureaus will be responsible to monitor and enforce compliance with the behavioral advertising rules, so this icon is already starting off on the right foot in my opinion.