A self-regulatory scheme was made available for only businesses who collect information about consumer interactions with Web sites for advertising purposes. The program is designed to provide consumers with better and more easily identifiable notice of when data is being collected and a means to opt-out. Businesses that elect to participate in the program must ensure they implement means to actually ensure they comply. Failure to comply with the program could expose them to state and federal liability. The bottom line is look before you leap, says John Sutter.”]