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

Nothing has quite stirred passions lately as much as the topic of Internet privacy. Everyone seems to have an opinion on the topic-whether you're talking to business 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 e-commerce altogether, fearful that their personal information may be shared with other businesses or government agencies down the line.

Then there are the entrepreneurs who walk a fine line between collecting the information they need to build better customer relationships and scaring shoppers away. It's a tall order to reassure customers that collecting their data is necessary, that it truly benefits them and that their privacy will never be compromised.