On-line privacy has emerged as one of the key—and most contentious—issues surrounding the continued evolution of the Internet. The World Wide Web requires the collection of certain data from individuals who visit web sites—such as Internet address—in order for the site to operate properly. However, collection of even this most basic data can be controversial because of the public's apprehension about what information is collected and how it could be used. Concerned about the exponential growth of the on-line consumer marketplace and the capacity of the on-line industry to collect, store, and analyze vast amounts of data about consumers visiting commercial web sites, the Federal Trade Commission (FTC).
