Once again, newly empowered consumers fully understand that it is the best interest of any company to protect customer privacy, driving change in the market. For those companies that have chosen to ignore consumer preferences and not pursue proactive, responsive privacy practices, the market, through the collective actions of empowered, educated consumers, has a solution. But perhaps more importantly, current privacy law in this country also takes into consideration special types of information that deserve greater protection than shoe sizes and favorite hobbies. States have flexibility in responding to their own constituents' preferences. These laws apply to both online and offline collection and provide consumers protection for their most sensitive and personal information.
Industry agrees that calls for privacy legislation are both premature and potentially damaging.
Business models are evolving. The market is changing. Consumers are exercising their growing power, and companies are working to find new ways to educate consumers on ways to ensure that their power is effectively exercised to shape online privacy practices. Given the rapid change, many feel it is inappropriate for the government to dictate which models will succeed and which will not. In the next twelve months, industry will continue to educate consumers about their choices and sites that do not effectively respond to online consumer preferences will simply fade away.