One solution offers hope for both sides. PICS lets Web publishers or third parties embed ratings labels in their pages. Microsoft Explorer 4.0 incorporates the platform. Netscape plans to put software that can search for PICS ratings in its 5.0 release. Free speech advocates like the idea of embedded ratings labels as long as they are voluntary.
Opponents say they can be coercive if search engines index only rated sites.
Although filters do have problems, they continue to improve rapidly. Net Shepherd Inc., a Calgary based Web developer, is working on a database which rates sites by people, not machines. Mike Kologinske, the vice-president, hopes this will increase confidence in filtering software. Net Shepherd Inc. intends to sell the data to software developers. The more filters improve and the more they include the human touch, the more palatable they will be to both sides.