When consumers visit a website, they should be made unquestionably aware of who is collecting information on them, what information is being collected, and how that information is being used, as well as possess the ability to easily refuse or withdraw their consent.
Unfortunately, the typical consumer is almost completely in the dark on these transactions, especially when it comes to third-party interactions and online behavioral tracking.
The current U.S. system works on the assumption of an automatic opt-in to information collection online, with very little recourse for consumers. This change should make the system much more transparent and provide more active consumer control.
The European Union's e-Privacy Directive could easily serve as a model for this change.