Current Response to Covert Tracking of Consumer Cell and Internet Usage

Despite the recent revelation that consumers actions online are under heavy surveillance and tracking, the proposed legislative responses and probability of a pending lawsuit success leave much to be desired because companies claim they are merely collecting the statistics to improve internal service. There are different options that may better address the egregious void of consumer protection that is not keeping pace with technological innovation, namely a conversion of the current opt-out regime to one of opting-in.