Trackers collect information on Internet users based on their browsing behavior. Typically, people surfing on the Internet have no idea that they are being tracked, and in fact, unless they actually visit each web sites privacy page, have little knowledge of the sites approach to privacy. Many companies involved in tracking are smaller, little known companies, but the two biggest trackers, Google and Microsoft, are household names.

Trackers can learn a variety of personal information about individual users from the movies they like to health issues they may be facing. Trackers use the information they collect to post targeted advertising directed at users based on their browsing habits. There are virtually no limitations on trackers. Companies like Microsoft and Google have the ability and the legal freedom to collect information and use it. Currently, in most cases there is nothing that identifies a specific individual, or that links specific individuals to their browsing habits, but the potential for an individual privacy to be compromised is high.

Most browsers install tracking devices automatically without the knowledge of the consumer. Internet users do have the ability to block trackers by installing certain software, but, doing so could affect their ability to effectively access information on the Internet. Users can also go to the companies that do the tracking and opt out, but this can be difficult and complicated to do. Moreover, there are cases when tracking is helpful and useful to consumers, particularly when a consumer visits the same site on a regular basis. Consumers visiting Amazon.com for example, can find it helpful to have their information tracked. The problems begin however, when the information that is collected is used in less scrupulous ways.

Discussion Questions based on the case

1. Third party tracking of Internet users is not illegal, but is it unethical? Should there be laws against this type of activity?

2. What is a code of ethics? In your opinion, is it more important for a company like Google to have a code of ethics as compared to a company like Eddie Bauer?