P3P also will allow for empowerment of individuals because they do have some level of control over their information. Another possible solution is a software product, still in beta, from Zero Knowledge. A pseudonym would be created for each separate activity a consumer engages in. It then becomes quite difficult for a marketer to match profile data to a specific individual. Legislation Legislation is needed to strengthen privacy laws to help address the issues relating to privacy and online profiling.
Current law is inadequate to protect the privacy of consumers.
For example, we have weak laws that cover our video tape rentals and our cable TV viewing habits, but nothing to protect our financial or medical privacy. In addition, it may be time to begin the discussion over whether an overarching privacy law is needed to protect consumer privacy to counteract the weak patchwork of privacy laws currently in effect. For example, today most privacy policy statements read more like disclaimers than any statement about protections for your information. Some statements we have seen have stated that the individual has no expectation of privacy in their information once it is transmitted to the web site. In addition, privacy statements are often difficult to locate on a page.