Technical Solutions
In addition to legislation, there are a few technologies that can protect user
privacy during interactions with websites. Many of these tools arc used for
encrypting e-mail, for making e-mail or surfing activities appear anonymous,
for preventing client computers from accepting cookies, or for detecting and
eliminating spywarc. For the most part, technical solutions have failed to protect
users from being tracked as they move from one site to another.
Because of growing public criticism of behavioral tracking, targeting of ads,
and the failure of industry to self-regulate, attention has shifted to browsers.
Many browsers have Do Not Track options. For users who have selected the
Do Not Track browser option, their browser will send a request to websites
requesting the user's behavior not be tracked, but websites are not obligated to
honor their visitors' requests not to be tracked. There is no online advertising
industry agreement on how to respond to Do Not Track requests nor, currently,
any legislation requiring websites to stop tracking. Private browser encryption
software or apps on mobile devices provide consumers a powerful opportunity
to at least keep their messages private.
Property Rights: Intellectual Property
Contemporary information systems have severely challenged existing laws
and social practices that protect intellectual property. Intellectual property
is considered to be tangible and intangible products of the mind created by
individuals or corporations. Information technology has made it difficult to
protect intellectual property because computerized information can be so easily
copied or distributed on networks. Intellectual property is subject to a variety
of protections unde r three legal traditions: trade secrets, copyright, and
patent law.
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