Consumers Don’t Understand Opt-Out Tools


In a new critique of the ad industry’s self-regulatory efforts, researchers at Carnegie-Mellon University said in a new report that current tools for opting out of online behavioral advertising are hard for people to understand and use.

“Our results suggest that the current approach for advertising industry self-regulation through opt-out mechanisms is fundamentally flawed,” states the report, “Why Johnny Can’t Opt Out.”

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