House Bill Would Regulate How Web Publishers Collect and Use Personal Data

Representative Rick Boucher (D-Va.) has released a draft bill that would address online privacy by regulating how web publishers and advertisers can collect and use personal information, such as name, address, Social Security number, and bank accounts, as well as implicit information, such as “click-stream.” While advertisers do not apparently dispute provisions that protect traditional personal information, they are concerned about the types of information they have been using in recent years to target ads relevant to users’ online viewing habits. The draft legislation includes as “covered information” “Any unique persistent identifier, such as a customer number, unique pseudonym or user alias, Internet Protocol address, or other unique identifier, where such identifier is used to collect, store, or identify information about a specific individual or a computer, device, or software application owned or used by a particular user or that is otherwise associated with a particular user.” Advertisers would not be allowed to collect this type of information without providing notice and securing consent. See AdAge.com, May 4, 2010.