FTC wants a 'do not track' feature in web browsers

The US Federal Trade Commission (FTC) has called for a "Do Not Track" mechanism to be installed in consumers' web browsers so they can choose whether to allow the collection of data regarding their online searching and browsing activities.

A report with the catchy title, "Protecting Consumer Privacy in an Era of Rapid Change: A Proposed Framework for Businesses and Policymakers" suggests that users should have a button on their browser that allows them to opt out of data collection.

A "Do Not Track" feature would give the web browser a persistent setting, similar to a cookie, signalling the consumer's choices about being tracked and receiving targeted ads.

FTC chairman Jon Leibowitz said that the FTC wants ensure that the growing, changing, thriving information marketplace is built on a framework that promotes privacy, transparency, business innovation and consumer choice.

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