I have been thinking for a long time that privacy is literally a ticking time bomb for the web and all the companies using it (which is essentially everyone).

As I have written on this blog many times, too many organizations (especially web-based companies) play fast and loose with privacy issues online. That hurts their brands and the entire Internet space.

Some companies (most notably Facebook) have really pushed the limits of privacy. The company’s CEO, Mark Zuckerberg, has suggested that people today (especially those in the younger cohorts) don’t mind if their information is shared liberally — and without their authorization.

Not so fast, Mark, old chum!

Well, that old myth has just been busted. A newly released study from Berkeley found that young people are just as leery about privacy (and sharing too much of their personal information) as their parents.

The study found that 82% of respondents 18-24 and 84% 25-34, said they have refused to provide information to companies because they felt it was too private or not necessary. That compares with 85% of survey respondents over 65 years of age.

Pretty amazing findings. Really no major differences there in how young people perceive privacy online vs their elders.

Earlier this week, ten countries went after Google because of their privacy policies. Indeed, Google had a huge privacy glitch when it tried to launch its new social networking product called Buzz.

Clearly, privacy is a big and growing issue for companies and organizations of all types and sizes today. But, it goes beyond just keeping personal information private. It also relates to how companies treat online customers with respect to scammy ploys like that employed by the web gaming company Zynga. You recall, I’m sure, how Zynga (abetted by their host Facebook) was caught trapping unsuspecting users into signing up for expensive subscriptions without their knowledge.

The ring tone providers do the same disreputable thing. “Yes, we have this free ring tone for you. Just give us your cell number and you’ve got it.” Of course,  you did not bother to read the fine print and the “terms and conditions” (if we all read these T’s & C’s completely, that is all we would do!). As soon as you downloaded that “free” ring tone, you inadvertently signed up for a $18.95 a month subscription to all the ring tones you could ever possibly need. Lucky you!

Privacy is sort of the canary in the Internet industry coal mine. If it dies, the huge web opportunity could do with it.

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