Internet privacy is a major issue. In fact, in Europe there are privacy laws to limit how much information websites can collect from users without their permission. The United States does not have comparable laws to protect consumer privacy on the internet. Collecting this information is$-$beneficial for firms because then they can tailor marketing messages that better fit their users' needs. These better marketing campaigns can provide them with a competitive advantage. Acme Corporation uses cookies and other devices to collect information. Its privacy policy explicitly informs users that it collects information. However, most people do not read through the policy. Lately, some consumers have complained because they are worried that their information could be compromised. They question the security of the site. Acme wants to restore confidence and prove that it has controls in place.

Refer to Scenario $3\mathrm{.}2.$ What type of environmental force does this issue involve?

Legal and regulatory

Technological

Competitive

Sociocultural

Political