One of the distinguishing characteristics of the World Wide Web (the “Web”) is interactivity. Visitors don’t just read text on a Web site – they interact with it – and as they do the Web site usually gathers information about them. Some personal information is gathered overtly through form’s requesting personal information. Studies suggest that over 90% of Web sites aimed at consumers collect at least some personal information and more than 55% collect at least some demographic information. More information is gathered covertly as visitors navigate through the Web.