People want control over tracking. Period.

Tue, June 18, 2013

June 18, 2013 — Consumers do not want to be tracked online even it means they would receive more relevant advertising, according to the results of a new survey on online tracking released today by Consumer Action. The survey also found widespread confusion as to the extent of online tracking and the existence of consumer privacy protections.

“Consumers need to be aware that online companies currently track, collect and share data without asking permission,” said Michelle De Mooy of Consumer Action, the non-profit consumer rights organization coordinating the survey. “Most people surveyed would not be willing to pay to access a website even if they knew the site would not track them. This indicates that a legislative solution, rather than a market-based solution, would be more effective in protecting consumers’ privacy online.”

Read press release and PDF of summary of findings.

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