She added the frequency and volume of data collection has "exploded" turning online privacy into a "very juicy issue in Washington." While the FTC has pushed meaningful self-regulation, the Center for Democracy and Technology's Ari Schwartz said it really takes legislation to get marketers to take steps to adopt more consumer-friendly privacy practies and policies. "I think we need back-stop regulation for these companies that don't end up joining [self-regulation] regimes.