In considering voluntary guidelines for E-Commerce behavioral advertising, the FTC is considering asking sites to display a "pop-up" notification whenever information is collected. Wrote Shop.org: "We all know how frustrating pop-ups can be when you are simply trying to read the latest headlines on a newspaper website. Now transfer that experience to a retail website where customers have come to expect a seamless experience from homepage to checkout. These types of 'hiccups' could be devastating."
The National Retail Federation's Shop.org is lobbying the U.S. Federal Trade Commission to not flag consumers when their shopping behaviors are being tracked online, arguing that it would merely serve to frustrate those consumers.