Abstract
Privacy Enhancing Technologies (PETs) help to protect the personal information of users. This chapter will discuss challenges and opportunities of PETs in a business context, and present examples of currently available PETs. We will further study the Platform for Privacy Preferences (P3P), and discuss why it so far has failed to deliver on its promise. Finally, we provide our advice on further research on privacy preferences, and conclude with our conviction that businesses need to take a progressive stance on providing privacy to their customers.