There has been buzz that the US Congress will pass legislation which would bring transparency to privacy of consumer tracking data. (People say that they could

There has been buzz that the US Congress will pass legislation which would bring transparency to privacy of consumer tracking data. (People say that they could make all online advertising/tracking systems strictly "Opt-In" only, but I don't believe they would do it as it would destroy all of online advt. market). Essentially, this would entail telling visitors that their actions are being tracked and then giving them a super-easy method to opt out of it. IAB has also laid out 7 privacy principles: http://www.iab.net/insights_research/public_policy/behavioral-advertisingprinciples http://www.iab.net/insights_research/public_policy/behaviora... So, expect a lot of consumer awareness campaigns in future.