Curbs urged for behavioural ads 行为广告被呼吁禁止
文章来源:未知 文章作者:meng 发布时间:2009-09-01 02:43 字体: [ ]  进入论坛
(单词翻译:双击或拖选)

A powerful alliance of privacy and consumer groups have likened behavioural advertising2 to "being followed by an invisible stalker."

消费群体隐私的强力联盟已经开始着手调查“被无形的追踪者偷窥”的行为广告。

Music lovers might see ads for concerts featuring their favourite artists
Music lovers might see ads for concerts featuring their favourite artists

They now want Congress to curtail3(缩减,剥夺) the practice of tracking consumers online to tailor(裁缝,使适应) ads more effectively.

Yahoo, Microsoft and Google all use targeted online advertisements.

"It's not just about the right ad at the right time, it's about creating a profile about you," said the Centre for Digital Democracy's Jeffrey Chester.

"These companies want to know about your likes and dislikes, if you are Hispanic, do you vote, are you on a low income or a high income, where do you travel, what do you like to read.

"It's about a system that not only targets and influences the products you buy but is also a powerful and invisible system of digital persuasion4 designed to change attitudes and awareness," Mr Chester told BBC News.

The coalition5(结合,合并) of ten organisations is expected to call on the government to allow consumers to "opt6 in" rather than "opt out" of such advertising models.

It will also seek to ensure no data is collected around financial or health matters. The key, many say, is transparency.

"An individual's data belongs to them and before these companies track you all over the internet, they need to be transparent7 about what they are doing and how they intend to use that information," said John Simpson, consumer advocate with the Consumer Watchdog.

Tracking

The call to put limits on such advertising comes as the House Commerce Committee is drafting legislation to improve consumer privacy online.

Congress held hearings on the issue in June. Testimony8 was provided by Facebook, Google and Yahoo.

While Yahoo and Microsoft have used behavioural advertising for some time, Google waited until March of this year to employ what is also referred to as "internet-based advertising".

In general the system uses a cookie - a small piece of text that lives inside a web browser9 - to track users as they visit different websites.

This information is then used to target online advertising campaigns at consumers because they tend to result in higher online ad return rates.

That means a user who is a keen traveller and visits lots of travel sites would be shown more travel-related ads.

"Golden egg"

A coalition of America's marketing10 industry trade bodies, representing about 5,000 companies, published a set of seven principles in July to address concerns around the issue.

"The vast majority of what happens online is truly anonymous11 and all marketers and publishers are trying to do is deliver an ad that has some relevancy(切题,中肯) to the person viewing it at a certain time," Mike Zaneis, vice12 president of public policy for the Interactive13 Advertising Bureau told BBC News.

"The beautiful thing is they don't have to click on that advert1, or pay attention to it or do anything."

While Mr Zaneis agreed more has to be done to educate consumers about the issue, he also warned that pushing for a blanket "opt in" measure would be disastrous14.

"A broad 'opt in' would be a sea change and it would be a recipe for disaster(促使祸患的因素). It would kill the goose laying the golden egg.

"The goose is the internet and the golden egg is the free content and services that consumers enjoy and that would be diminished," said Mr Zaneis.

Other organisations included in this broad alliance include the Consumers Union, Electronic Frontier Foundation, Privacy Lives, Privacy Rights Clearinghouse, U.S. Public Interest Research Group, World Privacy Forum15, Privacy Times and the Consumer Federation16 of America.



点击收听单词发音收听单词发音  

1 advert eVLzj     
vi.注意,留意,言及;n.广告
参考例句:
  • The advert featured a dolphin swimming around a goldfish bowl.该广告的內容为一条在金鱼缸里游动的海豚。
  • Please advert to the contents below.I believe you won't be disappointed.敬请留意后面的内容。相信您一定不会失望的。
2 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
3 curtail TYTzO     
vt.截短,缩短;削减
参考例句:
  • The government hopes to curtail public spending.政府希望缩减公共事业开支。
  • The minister had to curtail his visit.部长不得不缩短访问日期。
4 persuasion wMQxR     
n.劝说;说服;持有某种信仰的宗派
参考例句:
  • He decided to leave only after much persuasion.经过多方劝说,他才决定离开。
  • After a lot of persuasion,she agreed to go.经过多次劝说后,她同意去了。
5 coalition pWlyi     
n.结合体,同盟,结合,联合
参考例句:
  • The several parties formed a coalition.这几个政党组成了政治联盟。
  • Coalition forces take great care to avoid civilian casualties.联盟军队竭尽全力避免造成平民伤亡。
6 opt a4Szv     
vi.选择,决定做某事
参考例句:
  • They opt for more holiday instead of more pay.他们选择了延长假期而不是增加工资。
  • Will individual schools be given the right to opt out of the local school authority?各个学校可能有权选择退出地方教育局吗?
7 transparent Smhwx     
adj.明显的,无疑的;透明的
参考例句:
  • The water is so transparent that we can see the fishes swimming.水清澈透明,可以看到鱼儿游来游去。
  • The window glass is transparent.窗玻璃是透明的。
8 testimony zpbwO     
n.证词;见证,证明
参考例句:
  • The testimony given by him is dubious.他所作的证据是可疑的。
  • He was called in to bear testimony to what the police officer said.他被传入为警官所说的话作证。
9 browser gx7z2M     
n.浏览者
参考例句:
  • View edits in a web browser.在浏览器中看编辑的效果。
  • I think my browser has a list of shareware links.我想在浏览器中会有一系列的共享软件链接。
10 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
11 anonymous lM2yp     
adj.无名的;匿名的;无特色的
参考例句:
  • Sending anonymous letters is a cowardly act.寄匿名信是懦夫的行为。
  • The author wishes to remain anonymous.作者希望姓名不公开。
12 vice NU0zQ     
n.坏事;恶习;[pl.]台钳,老虎钳;adj.副的
参考例句:
  • He guarded himself against vice.他避免染上坏习惯。
  • They are sunk in the depth of vice.他们堕入了罪恶的深渊。
13 interactive KqZzFY     
adj.相互作用的,互相影响的,(电脑)交互的
参考例句:
  • The psychotherapy is carried out in small interactive groups.这种心理治疗是在互动的小组之间进行的。
  • This will make videogames more interactive than ever.这将使电子游戏的互动性更胜以往。
14 disastrous 2ujx0     
adj.灾难性的,造成灾害的;极坏的,很糟的
参考例句:
  • The heavy rainstorm caused a disastrous flood.暴雨成灾。
  • Her investment had disastrous consequences.She lost everything she owned.她的投资结果很惨,血本无归。
15 forum cilx0     
n.论坛,讨论会
参考例句:
  • They're holding a forum on new ways of teaching history.他们正在举行历史教学讨论会。
  • The organisation would provide a forum where problems could be discussed.这个组织将提供一个可以讨论问题的平台。
16 federation htCzMS     
n.同盟,联邦,联合,联盟,联合会
参考例句:
  • It is a federation of 10 regional unions.它是由十个地方工会结合成的联合会。
  • Mr.Putin was inaugurated as the President of the Russian Federation.普京正式就任俄罗斯联邦总统。
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