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We want to move the debate beyond opt-in versus opt-out, we want to move the ball forward to improve privacy by giving users controls and preferences and making it intuitive. When people go to your site they expect you to be clear about what is going on. And if it is good and valuable, why hide it?
— Jules Polonetsky, co-founder of the Future of Privacy Forum, a group seeking to find middle ground between businesses that want no restrictions on their use of data collected from consumers, and privacy advocates who argue for compulsory use of “opt-in” policies