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Just like telemarketers are now restricted by a “Do Not Call” list, privacy groups are now urging the Federal Trade Commission to install a “Do Not Track” list that would limit e-commerce companies when tracking online activities of internet users. Keeping track of the behaviour of customers results in advertising that’s more relevant to the consumer, but privacy groups don’t agree it serves consumers needs.

According to the privacy advocates, consumers should have a way to opt out. Nine privacy organizations demand a "Do Not Track" list to be implemented. As a structure for enforcing consumer privacy rights on the internet doesn’t even exist yet, they at least have a point privacy is an issue that should be dealt with.

The privacy groups are also demanding a new definition of what personally identifiable information exactly is. They also want consumers to be able to access the personal information that is gathered about them. They also want to see companies engaged in behavioral tracking independently audited.

Privacy groups don't believe that companies like DoubleClick, who collect internet user data, can be trusted to manage the protection of the consumer itself. The “Do Not Call” list was at one time managed by the industry as well, but it didn't get accepted until the FTC took it over.

Consumers today aren’t well-informed what happens when they’re on the internet. The current system does not inform or protect consumers from being tracked and targeted should they so desire. Opting out of tracking should be easier. The groups demand a simple, one-stop, cross-platform way of doing so, as they consider it a fundamental right just to be left alone.

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