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Take Action

Your best recourse in the event that a Web site is tracking your online travels is to change your cookie preferences. However, if you feel that a Web site has used your information -- particularly your personally identifiable information -- in a manner contrary to their stated privacy policy, then you should take the following steps.

1. Try to resolve the dispute with the Web site directly - in some cases it may be an error or misunderstanding. Make sure you reference the section of their privacy policy that you feel they violated.
2. Take your complaint up with their seal program - If you can't resolve the dispute with the merchant, check their privacy policy to see if they are a member of a third-party privacy enforcement or seal program. Some programs are the Better Business Bureau OnLine and TRUSTe. Most reputable businesses take pride in a clean bill of health from organizations such as BBB OnLine and TRUSTe. The seal programs may help you resolve your dispute with the Web site.
3. Report the violation to the proper authorities - If you've exhausted the above options, you can report the problem by contacting the proper authorities. Here are some helpful links:
   • The Federal Trade Commission
   • Report the violation to your state's attorney general. The National Association of State Attorneys General has contact information for your state.