Should "opt out" mean stop the collection of any data or should it mean opt out of certain use of information? As the debate in congress continues, are marketers making consumers jump through too many hoops to opt out? Things marketers need to consider, according to Alan Chapell, President at Chapell Associates, The Do Not Track -- concept in Washington D.C. comes from the head of the Federal Trade Commission in 2010. Since it sounds like the Do Not Call policy the FTC has been pushing for this concept, Chapell said. The WWWC has been a little less effective when it comes to privacy standards, but began developing browser-based privacy standards. - Interesting point, when Chapell gave the Search Insider Summit audience a choice of talking about mobile or do not track, the audience chose do not track.