According to various reports, the U.S. Federal Trade Commission (FTC) is considering instituting a “do not track” list, similar in concept to the Do Not Call registry, for Internet users who want their browsing activity hidden from online advertisers.If implemented, this registry would keep advertisers from tracking your browsing and shopping history via cookies and serving customized ads based on your behavior.
This opt-out solution would be great for consumers who’d rather not have the commercial version of Big Brother watching their every online move while still allowing those more lax in matters of online privacy to benefit from increasingly sophisticated e-commerce technologies.
FTC Chairman Jon Leibowitz told members of the Senate Commerce Committee recently, “We may explore in the context of behavioral advertising… a do-not-track mechanism that’s more comprehensive and easier to use than the procedures currently available. Under such a mechanism, users could opt out of behavioral advertising more easily rather than having to make choices on website-by-website basis.
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