Verizon is entering into a legal battle with FCC over an alleged usage of it’s Ad targeting innovation which is called “The Supercookie”. This technology works simply by tracking websites visited by phones on its network. Supercookie thus allow websites to better target ads visgkrs with Verizon cellphone service even though visitors are never informed about the tracking technology and there was never an option to opt out of those advertisements.
As a result of this act, Verizon will have to pay the sum of $1.35million as a fine and will also have to receive customer’s permission before it could share their data with other companies or within its own organization and sites owned by AOL.
“[Consumers] should have a say in how their personal information is used.”
Probably a year backward, Verizon gave the option for customers to opt out of Supercookie tracking program but the company might’ve gone extra miles by changing schedules.
The fine will enable Verizon customers to have better options to the level of those who do not opt out of the Supercookie tracking technology will still have their privacy protected.
That’s an important change, as a major concern with supercookies from the start was that websites might be able to permanently track someone, since it was impossible for a person on Verizon’s network to disassociate themself from the supercookie. As the EFF put it, “It allows third-party advertisers and websites to assemble a deep, permanent profile of visitors’ web browsing habits without their consent.”
In other opportunity given to users so as whether to have their details shared, the tech firm will have to inform customers about it’s ads-targeting practices from the onset.
Rich Young, Verizon’s regulatory spokesperson, made it known in a public statement that…
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“Verizon gives customers choices about how we use their data, and we work hard to provide customers with clear, complete information to help them make decisions about our services,”
“Over the past year, we have made several changes to our advertising programs that have provided consumers with even more options.
Today’s settlement with the FCC recognizes that. We will continue to give customers the information they need to decide what programs and services are right for them.”
The FCC says the fine is part of its measures to defend its Open Internet Transparency Rule. This fine will be the second legal issue after that of At&T over unlimited data plans.
With the way its going, it might seems that the FCC is attempting to make the usage of customers information via advertisements get a better safety and still give user the ability to decide which offer is better and which is not as concerning the opt out or opt in option with the Supercookie.
“Consumers care about privacy and should have a say in how their personal information is used, especially when it comes to who knows what they’re doing online,”
“Privacy and innovation are not incompatible. This agreement shows that companies can offer meaningful transparency and consumer choice while at the same time continuing to innovate.”
Narrates the Chief of FCC’s Enforcement Bureau, Travis LeBlanc.
Travis LeBlanc, chief of the FCC’s Enforcement Bureau, says in a statement.