Increasingly, a scholar suggests that the lack of transparency over users' data reflects the tension between privacy and community online. Solutions Scholars are convinced the current notice-and-consent model for privacy policies is fundamentally flawed because it assumes users intuitively understand all of the facts in a privacy policy, which is often not the case. Instead, scholars emphasize the imperative role of creating a culture in which privacy becomes a social norm. In effect, users of online technologies should identify the social activities they use on the internet and start questioning websites' governing norms as a natural outgrowth of their web browsing. In effect, these norms need to prevent websites from collecting and sharing users' personal information. In addition, starting with a user's personal values and seeing how these values correlate with online norms may be another way to assess whether or not privacy norms are being violated in odd cases. Ultimately, scholars believe these privacy norms are vital to protecting both individuals and social institutions. Legal and ethical issues While the United States lacks extensive privacy rights, the Fourth Amendment provides some privacy protections. The Fourth Amendment states that "the right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated", suggesting that while individuals are protected from all levels of the government, they are not legally protected from private companies or individuals with malicious intent. There are large implications for this technology within the legal field. Legally, The Federal Trade Commission has a responsibility to prevent deceptive practices by technology companies, such as those that could lead to consumer injury. The FTC has made efforts to prevent invasive web tracking, tracking in physical space, malware, insecure and poorly designed services, and the use of deception to engage in surveillance. For instance, in the realm of invasive web tracking, the FTC has brought lawsuits against companies who engage in 'history sniffing'––a technique that enables companies to ascertain which links a user clicked on based on the color of the link. Concerning tracking in physical space, the FTC has also cracked down on Nomi, a company that scans the MAC addresses of customers' phones in stores. MAC addresses function as a unique identifier, enabling the connection to wireless networks. In the case of malware, the FTC has placed pressure on companies such as CyberSpy, a self-proclaimed email attachment company