And DoubleClick President Kevin Ryan argues that consumers can simply tell DoubleClick they don't want to be put into a database. All this is clear from DoubleClick's ''opt-out'' policies, which are posted on the company's Web site. Second, they have to know who is serving up all those banner ads. Then they have to visit DoubleClick and track down its policies. That's daunting even for busy Netizens, let alone for the two-thirds of Americans who have yet to venture online.
Most online companies insist that they can regulate themselves.
Right now, victims have no clear legal recourse. And while nobody wants a Big Brother in Washington policing the Internet, someone must enforce standards for the handling of personal data. Right now, only the federal government can fill those shoes. The McGraw-Hill Companies Inc. All rights reserved.