Americans expect dramatically more privacy online than they currently have; that is the essence of the findings of an outstanding new independent study led by Professor Joseph Turow of the Annenberg School at the University of Pennsylvania entitled: "Americans Reject Tailored Advertising." The study/poll found:

• 86% of young adults say they don’t want tailored advertising if it is the result of following their behavior on websites other than one they are visiting, and 90% of them reject it if it is the result of following what they do offline.
• 69% of American adults feel there should be a law that gives people the right to know everything that a website knows about them.
• 92% agree there should be a law that requires “websites and advertising companies to delete all stored information about an individual, if requested to do so.”