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P3P (Privacy Preferences Platform) was established by the World Wide Web Consortium (W3C) to provide internet users with a sense of privacy when surfing the internet. W3C is the official web standards body, which essentially attempts to bring law and order to the Internet. P3P started to allay consumer concern about the amount of data collected by web sites. The idea is that any site gathering information about its users should state why it wants the information, and how long information will be retained for. For example: "We are monitoring these