Online privacy rules are changing. The question now is how much you'll care.

America's tech industry is finalizing voluntary disclosure standards on the sensitive information being sucked from your smartphone like your location, surfing habits and contacts.

Senate Democrats are pushing for a clearer opt-out button for all online tracking. And Microsoft is offering a new browser that encourages people to block the technology that enables tracking.

Industry officials say they understand some people want greater control. But they are betting that consumers don't really mind trading some basic information about themselves for free access.

A Senate hearing today plans to look at a proposal to subject companies to penalties by the Federal Trade Commission if they violate a consumer's "do not track" request.