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Platform for Privacy Preferences Project

Figure: P3P

One attempt at constraining the activities of those who might exploit consumer information is being developed by the World Wide Web Consortium (W3C). This promising technological framework, known as the Platform for Privacy Preferences Project or P3P, and works as follows:

The user enters personal information into his or her web browser and then describes the conditions under which this data may be used or shared – for example, your information may be sent to a web site provided that it is not sold to a third party. If you encounter a web site that is seeking personal information and their privacy policies meet your criteria, your data will automatically be sent. If a site does not meet your specifications, you will be warned and asked for permission. Unless this is granted, your connection with that web site will be terminated.

Currently, up to 50% of internet users turn around and leave when asked to supply personal information to a web site. Another 20% provide false information. P3P and the developments that emerge from this type of technology may be useful to retailers as well as consumers if it can create a feeling of greater protection in online transactions.

While P3P is not a panacea for internet privacy, it appears to be a step in the right direction, representing the first generation of technology that works to enhance privacy options online (Spinello, 2000).