Marketers watch consumer communication and what they do online. They use this information to personalize online shopping experiences. Is this sophisticated web research or a violation of consumer privacy? Are there any laws in place currently to protect consumers in this area? If not, how can consumers feel protected when surfing various sites or chatting with others online? What can marketers and organizations do in order to ensure that vital consumer information is private and that consumers feel comfortable visiting their websites and participating in data research?