Beware online social discrimination
How to forestall this trend? Turow suggests the efforts to insure anonymity online like Do-Not-Track lists can be helpful but ultimately won't work as anonymity itself becomes meaningless online when the data from different sources from mobile phones to TV watching can be combined to pinpoint users. His recommendation is for companies to simply be more open about sharing about exactly the data they're collecting on people and giving them more control over it--what he called "information respect." "The payback will be worth it in veering away from the increasingly divisive, corrosive social media and marketing systems" operating behind the scenes, he said.