If passed, this bill will prevent websites from collecting and using traditionally sensitive data like medical records, bank account, social security and driver's license numbers for marketing purposes. That's all good.
It goes on to state that additional information including your first and last name, address, telephone, email and a "persistent unique identifier" like a username or IP address cannot be used for anything other than "transactional or operational" purposes without your expressed consent.
What does this mean?
Essentially it means that your behavior on the web will no longer be available without your active consent.
Of course the ad industry is in a tizzy over this. Behavioral tracking is all the rage on the web, and this bill makes it harder because now I need your permission to follow you on the web and smartphone and share information with others who do so.
Sounds fair to me.
I don't like being stalked in real life. And I don't like it on the web. If you want to follow me and use the breadcrumbs I leave behind to help sell me products, get my permission first. Be open and transparent about it.
The best marketers have always been permission based in their actions, respecting the privacy of their customers and prospects. But there have always been those who have sought to abuse new technologies, thus the Do Not Call lists to rein in telemarketers, and bills like this.
So instead of fighting this legislation, the ad and e-commerce industries should try to add real value to their online activities so we'll want to give them permission to use our data.
Otherwise, it's just another form of interrupting me at the dinner table.
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