New and advanced technologies enable firms to collect, use, disseminate, disclose, and sell Internet users’ personal information. This has raised privacy concerns. Self‐regulation is preferred by governments and industry. Unfortunately, the Internet is not well suited for a successful self‐regulation regime. Legislation is necessary to ensure the industry’s consistent and persistent commitment to fair information practices and compliance with them. This paper attempts to assist policy making by evaluating policy proposals, analysing conflicts, and identifying the best ways to deal with online privacy controversies in the light of social conditions and Internet characteristics.
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