Georgia DECA Advertising Practice Test

Why is tracking consumers' online activity with cookies controversial?

1. Companies can lose access to consumer data

2. Advertisers may misuse the data for spam

3. It is seen as an invasion of individual privacy

4. Cookies can create security risks in data storage

The correct answer is: It is seen as an invasion of individual privacy

Tracking consumers' online activity with cookies is viewed as controversial primarily because it raises significant concerns regarding individual privacy. Cookies, which are small files stored on a user's device, allow companies to gather detailed insights into a person's browsing habits, preferences, and even personal information. When consumers are unaware or uninformed about how extensively their online behavior is being monitored, it can lead to feelings of vulnerability and distrust toward companies. Many individuals feel that this kind of tracking constitutes an infringement on their personal privacy, as it involves collecting data without explicit consent or understanding of how it will be used. This concern is further amplified by recent discussions around data protection regulations and the ethical implications of surveillance in a digital age. Thus, the sentiment that tracking with cookies is intrusive is central to the controversy surrounding their use. While misuse of data for spam or security risks may also be a concern, the foundational issue relates to privacy—the heart of the debate on consumer rights in the digital landscape.