Consumers should always be able to opt out of online tracking used by companies to provide them with targeted advertising, Canada's privacy commissioner said Tuesday.
Companies such as Google and Facebook are increasingly using information about web users in order to make their ads more relevant to their interests.
"Some people like receiving ads targeted to their specific interests. Others are extremely uncomfortable with the notion of their online activities being tracked. People’s choices must be respected," Privacy Commissioner Jennifer Stoddart in a statement while releasing new guidelines on online behavioural advertising.
Stoddart said the use of technologies that track and target ads to certain consumers has risen dramatically.
"And we're concerned that Canadians' privacy rights aren't always being respected."
Humm, money...privacy. So hard to guess which will win...
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