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Prying Eyes

The cry has gone out from web surfers everywhere: "Stop looking at me!" How can your marketing plan respect their wishes?

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This story appears in the September 2001 issue of Entrepreneur. Subscribe »

Nothing has quite stirred passions lately as much as the topic of . Everyone seems to have an opinion on the topic-whether you're talking to owners or their customers. Even lawmakers are struggling to get a handle on the issue; more than a dozen bills proposing various regulations have already been introduced this year.

On one hand, you have your customers-who, incidentally, have become increasingly tech-savvy. They're now demanding greater restrictions on the use of their private data as well as accountability from the companies that collect it. Some even remain reluctant to engage in altogether, fearful that their personal information may be shared with other businesses or agencies down the line.

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