EU investigates consumer profiling
Google just recently announced they were giving the user more power over their privacy. They say they are completely transparant. Most probably the EU won't agree with them. EU officials have been in a battle with the search engines for the last couple of years, trying to improve the privacy of the visitors.
The Financial Times on Monday announced another step in the battle of the EU against privacy-issues. The European authorities are planning an investigation on consumer profiling by online advertisers. The investigations follows complaints by senior EU officials who believe "basic rights in terms of transparancy, control and risk are being violated.
The investigation will focus on the 'deep-packet inspection' technologies. With these technologies both broadband providers to track online activities. The expectation is that broadband providers will start using this data for targeted advertising in the future.
EU says that most people don't know what personal data is being collected and stored online. Therefore measures have to be taken says EU official Meglena Kuneva: "If we fail to see an adequate response to comsumers' concerns on the issue of data collection and profiling, we will not shy away from our duties."
So far it is not said that search engines will be part of the investigation but chances are that any outcome will have a big effect on the way search engines store data. Therefore Google, Microsoft and Yahoo will be looking with interest to the outcomes of the investigation.
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