In January 2017, the FTC issued a Cross-Device Tracking Report assessing legal challenges associated with cross-device tracking and making recommendations on how to apply privacy and security principles to this new technology. The report outlines industry self-regulatory efforts and encourages companies involved in cross-device tracking to: (i) truthfully disclose tracking to consumers and business partners; (ii) offer consumers choices about how their cross-device activity is tracked; (iii) obtain consumers' affirmative express consent before engaging in cross-device tracking on sensitive topics and regarding geolocation information; and (iv) maintain reasonable security to avoid future unexpected and unauthorized uses of data.
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