Speaking at the Technology Policy Institute in Aspen, Colorado, Federal Trade Commission Chairwoman Edith Ramirez said consumer control and consent need to remain at the forefront of innovation, despite online privacy issues becoming increasingly complex, FedScoop reports. “We hear with increasing frequency the claim that technological innovation and big data have rendered certain fundamental tenets of privacy, particularly the idea of consumer consent, outdated and ill-suited for today’s digital world. I disagree,” said Ramirez. The FTC is working to address this issue by broadening the definition of personally identifiable information. “We now regard data as personally identifiable when it can be reasonably linked to a particular person, computer, or device," Ramirez said. "In many cases, persistent identifiers, such as device identifiers, MAC addresses, static IP addresses, and retail loyalty card numbers meet this test."
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