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Spyware Changing User Behaviour

The threat of spyware is changing user behaviour, reports MediaWeek on the release of a new Pew Internet report on spyware. Over 80% of respondents have stopped opening email attachments, 45% report avoiding sites they think might install spyware and a quarter have stopped using peer-to-peer filesharing sites.

The report goes on to include that almost two third of users have had experiences that validate their fears, such as computer problems consistent with viruses or spyware conflicts.
The problem is exacerbated as many do not read disclosure statements or privacy policies prior to downloading.
How can we as an industry do a better job of explaining cookies and ‘legitimate’ adware usage? Perhaps deployment of these tools should require licensing, as Bill Sweetman proposed yesterday?