©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The FTC has not endorsed a do-not-track mechanism for online advertising and data collection, nor has such a concept been properly vetted for feasibility, according to FTC Commissioner J. Thomas Rosch.
In an opinion piece published by AdAge today, the commissioner wrote, “The concept of do-not-track has not been endorsed by the commission or, in my judgment, even properly vetted yet… Indeed, far from endorsing the staff’s do-not-track proposal, one other commissioner has called it premature.”
Despite that, Rosch described a number of limitations associated with the do-not-track proposal, in his view, including the technical feasibility of such an approach around which doubts have already been voiced.
“In my concurring statement to the preliminary staff report, I said I would support a do-not-track mechanism if it were ‘technically feasible.” By that I meant that it needed to have a number of attributes that had not yet been demonstrated. That is still true, in my judgment,” he wrote.