‘Do Not Track’ Internet Legislation, Advances

California is a moving closer to making  into law the first Do Not Track legislation in the U.S., aimed at protecting Internet users from invasive advertising.

The proposed Senate bill, SB-761, passed a Senate Judiciary Committee vote late Tuesday, but it still has a long road ahead before having a chance of being signed into law. It now moves on to the Appropriations Committee, and must also pass the Senate and State Assembly before being sent to Governor Jerry Brown’s desk.

Still, it’s the first time such a bill has made it out of committee, and that’s a big deal, according to John Simpson, director of Consumer Watchdog’s Privacy Project. “This is the first time that a ‘do not track’ bill has actually had a hearing and been debated and then voted forward in the legislative process,” he said.

The bill would give California consumers a simple way of opting out of data collection systems that keep track of their online activities. “It puts up a no trespassing sign on our device,” Simpson said.

Opponents of the bill, including Google, the Direct Marketing Association, and the wireless industry group CTIA, say it puts an unnecessary burden on online commerce.

Online marketers love this type of data because it helps them fashion highly effective targeted advertising. But many consumers don’t want to hand marketers every detail of what they do on the Web.

Under the proposed law, users would have a way — possibly a through a browser setting — of telling Web sites not to track them. If a company disregarded this and collected data without permission, it could face stiff fines.

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