Online Privacy

Although the Internet is rapidly becoming the dominant medium for business and global communication, it still remains something of a frontier, because there is little regulation. Most efforts have relied on the Internet industry to police itself. While self-policing has had some success, continued abuses have increased calls for government intervention.

Some aspects of the Internet could undoubtedly use regulation, but it's not as simple as it may seem. The very nature of the Internet--a loose constellation of networks comprising tens of millions of computers and mobile devices ringing the globe--makes it extremely difficult, if not impossible to regulate. At the same time, the absence of regulations means that everyone who uses this essentially public network can be a target for anyone who has the technical know-how and the desire to invade their privacy.

While the threat from hackers is low for individuals, a more serious threat to personal privacy comes from companies that operate websites. Many sites require you to register before you can use their services. Often you have to provide personal information, such as your name, street address, and e-mail address. Then as you browse the site, data is collected as to which pages you visit, how long you remain on each page, the links you click, which terms you search, and so on. After a number of visits to the site, a personal profile emerges. The question is, what do site operators do with this information?

Most claim that they use it to personalize your experience on the site. For instance, if a gardening site "learns" that you're interested in heirloom vegetables, the next time you visit the site, you might be presented with an article or advertisements for rare tomatoes. But some websites sell this information to marketers, which means that you may find yourself receiving unwanted e-mail from garden suppliers.

Junk mail is more of an annoyance than a serious problem. But what if you read articles about cancer on a health site? Would you want this information revealed to insurance companies? Or what if the gift you bought your boyfriend appeared on your Facebook page? Most people consider that an invasion of privacy.

Social networking sites like LinkedIn, MySpace and Facebook, have at their core the sharing of personal information, whether it's your favorite band or your employment history. Before you post personal information, think about whether you want the world to see it. If not, you can set levels of permission that restrict who can see it.

Many sites now post their privacy policies online. Before you reveal any personal information, read the policy to make sure you agree with it. Some sites specifically seek your permission to share your personal data with third parties or to receive e-mail announcements. This is known as "opting in". To avoid this, opt out by checking the "No" box. For more information about consumer privacy, visit TRUSTe.