Fed tracking rules guide for private companies
ADOTAS — Changes are coming for cookie-based targeting, but what those changes will be have yet to be resolved.
But one indicator could be what the federal government itself will do when it comes to tracking users on government websites. Since 2000, federal agencies have been prohibited from using certain web-tracking technologies, primarily persistent cookies, due to privacy concerns, unless an agency head approves. Now, according to a blog post by Vivek Kundra, chief information officer, and Michael Fitzpatrick, associate administrator in the Office of Management and Budget’s Office of Information and Regulatory Affairs, cookies have become a staple of most commercial websites.
A new policy, under review, would allow the federal government to make its websites more user-friendly, providing better customer service, and allowing for enhanced web analytics.
The general rules:
- Adhere to all existing laws and policies (including those designed to protect privacy) governing the collection, use, retention, and safeguarding of any data gathered from users.
- Post clear and conspicuous notice on the website of the use of web tracking technologies.
- Provide a clear and understandable means for a user to opt-out of being tracked.
- Not discriminate against those users who decide to opt-out, in terms of their access to information.
OMB is considering a three-tiered approach to the use of web tracking technologies on Federal Government websites:
- 1st – Single-session technologies, which track users over a single session and do not maintain tracking data over multiple sessions or visits.
- 2nd – Multi-session technologies for use in analytics, which track users over multiple sessions purely to gather data to analyze web traffic statistics.
- 3rd – Multi-session technologies for use as persistent identifiers, which track users over multiple visits with the intent of remembering data, settings, or preferences unique to that visitor for purposes beyond what is needed for web analytics.
As for the effect on private companies, Jules Polonetsky, co-chair and director of the Future of Privacy Forum, told Media Post, that “The ability of government to track users needs to be far more constrained than the private sector, but a smart policy that enables analytics and some degree of personalization could be very influential in showing what can be done.”
Reader Comments.
Amen!
Cookies are good or bad… Give us the division line!
Rod Cook
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