Emily Riley, from Forrester Research, starts her presentation with the following statement: “We must start focusing on what the consumer wants” She goes on to present her idea that we should allow customers to opt out from tracking, in a website that would enable people to decide in an organized manner, on what to be tracked, but not forbid or limit tracking. As an example, she quotes Generation Y, which do want to be provided with targeted messages based on their behavior.
Restricting tracking or not creating standards will certainly have a more negative impact than making the rules clear and giving the customers the control over it.