Link to article: http://www.nytimes.com/2012/02/23/business/white-house-outlines-online-privacy-guidelines.html?_r=1
Summary: President Obama has moved to help start creating guidelines that will help people using the internet have some control over what personal information about them is seen or public. People will have a privacy option which is where they can set limits to who is searching for information about them and what information about them can be publicly viewed.
Benefits: A benefit to companies collecting online user data is that it kind of serves as a group survey, by checking online user data companies can see what parts of their company are the most used while being able to see by the data, what are some parts of the company that aren't used as much and can help figure out a way to improve that certain area for the better.
I don't believe the guidelines are necessary, but they are useful by serving as a good step toward listening to people who may feel like they want to have more protection online and be able to be in control when it comes to their personal data being able to be viewed.
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