Jodie Bernstein
Federal Trade Commission

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Maybe you're used to it by now: as you surf the Web, companies know who you are and trace your every move. When you jump online using your new wireless Palm or cell phone, they know not only who you are but where you are — and their ads will follow you around like stray cats. And it's only bound to get worse. Can anyone protect you from these insatiable Big Brothers? Your best hope may be Jodie Bernstein, the ftc's chief of consumer protection.

It was Bernstein who launched an investigation of the online advertising company DoubleClick in February, after it announced plans to merge its cache of nameless user profiles with a database of real names and addresses. DoubleClick quickly backpedaled. For now. She wasn't always so tough. Bernstein's general policy had been to push Internet companies to regulate themselves. The FTC reaffirmed that stance in July when it approved an industry-sponsored plan. But consumer-privacy advocates have consistently pointed out that that's like letting a fox regulate a hen house. Convinced that the results have indeed been dismal, Bernstein believes it's time to get tougher.

By next year, new laws should give the FTC's watchdogs some teeth. Congress wants to require companies to post privacy policies on their websites and give users a choice of whether or not to provide data. Some firms are already looking for loopholes. Their newest tactic: offering discounts to people willing to give up personal information. Even privacy has its price.

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