FPF Launches Location Analytics Opt-Out Service

Data usage think tank The Future of Privacy Forum (FPF) has introduced an online platform through which shoppers can opt-out of retail tracking at thousands of locations across the US.

Last October, the FPF introduced a code of conduct, to ensure that location analytics firms that track the activity of shoppers carrying Wi-Fi-enabled mobile devices, put up conspicuous signs alerting them to the fact that tracking technology is being used, and telling them how to opt out.

The new site, www.smartstoreprivacy.org , allows users to input their smartphone's twelve-digit MAC or Bluetooth address to prevent participating companies from tracking their movements in retail locations. Once a consumer has opted out, participating companies will no longer associate information about that consumer's presence at a location with a MAC address.

Jules Polonetsky, FPF Executive Director, comments: 'Retailers, airports and other venues increasingly use technologies that analyze customer location to help them learn about wait times in check-out lines and improve the customer experience. We are pleased to join with the leading mobile analytics companies to offer consumers a choice about the use of these services.'

To date, eleven mobile analytics companies have agreed to honor the opt-out requests.

Web site: www.futureofprivacy.org .