Originally published: January 31, 2011
Last updated: January 31, 2011 - 4:37pm
[Commentary] Pressure by regulators is having an effect on consumer privacy on the Internet.
Last week, Google and Mozilla announced new software for their Web browsers that would allow consumers to permanently opt out of the online tracking used by many advertisers to follow online activities, build consumer profiles and deliver tailored ads. The move follows efforts by some of the largest Internet advertisers and data trackers -- including Google and Yahoo -- to offer consumers an easy way to opt out of tracking on their sites. Microsoft said it would offer a feature (dropped last year) that would allow surfers using Internet Explorer to block some monitoring efforts. Mozilla’s feature, which will be added to new versions of its Firefox browser, will broadcast users’ preference not to be tracked to the Web sites they visit and the tracking companies that deliver cookies from these sites.
But it will be up to these companies to comply with customers’ wishes. Many advertising networks that offer opt-outs still track surfing, just not for marketing. To close these loopholes, Congress should require all advertising and tracking companies to offer consumers the choice of whether they want to be followed online to receive tailored ads, and make that option easily chosen on every browser.
- Ad Industry, privacy Advocates Spar Over ‘Do Not Track’
- IAB Escalates Attack on Firefox Privacy Browser
- When the Privacy Button Is Already Pressed
- In the Tracking Wars, It’s Browser Makers vs. Advertisers
- Browser Privacy
- Recap -- The Need for Privacy Protections: Is Industry Self-Regulation Adequate?
- Web Tool On Firefox To Deter Tracking
- Wrangling Over ‘Do Not Track’
- FTC, White House urge Internet privacy measures
- 'Do Not Track' Web Browser Option Gains Steam
- Who tracks the trackers that track you online? You can, with Lightbeam.
- Apple Adds Do-Not-Track Tool to New Browser
- Advertisers Concerned Over Explorer Default Do-Not-Track
- Mozilla's Big Plans For Tracking Who Tracks You Online
- Small Internet Businesses Head to Hill With Mozilla Topping Agenda