• by Nina Lentini , November 1, 2007

Today and Friday, in what is billed as a town hall meeting, representatives from both sides of the online privacy issue will attend the Federal Trade Commission's workshop on the increasing use of tracking technology to target online ads.

Several privacy groups this week called for a "Do Not Track" list similar to the popular "Do Not Call" list that would prevent advertisers from tracking consumers' online movements.

Computer users should be notified when their surfing is tracked by online advertisers and Web publishers, argue the Consumer Federation of America, the World Privacy Forum and the Center for Democracy and Technology, among other groups in the coalition that brought forth the idea.

Dan Jaffe, executive vice president/government relations for the Association of National Advertisers, calls the movement "a slogan rather than a well-thought-out concept." In fact, he says, such a move would hurt consumers because it would undermine economic efficiency.

"Those with any experience will tell you that [following these recommendations] means an inefficient, more expensive and less useful marketplace for the consumer," Jaffe said, arguing that what consumers most dislike about advertising is when they are bombarded by information they are not interested in.

"If I go after someone with an ad for diapers who has no children, who is being helped?" he said. Jaffe will be at today's workshop "to see the proposals in detail."