5 November 2007
US consumer bodies and privacy advocates are trying to create an opt-out list for Internet users who do not want to be tracked by online advertisers.
The groups behind the idea include the Center for Democracy and Technology, Electronic Frontier Foundation and the Consumer Federation of America.
The “do not track” list is to be similar to the American “do not call“ list and is designed to prevent companies from tailoring adverts based on user’s web habits.
This request has been placed as online advertising is expected to be big business in the coming years with Google, Yahoo and Microsoft all purchasing online ad firms in recent months
The "do not track" list would require advertisers that place electronic cookies or tags on consumers' computers to register with the Federal Trade Commission all domain names of the servers involved in such activities, according to the groups.
Mark Cooper, research director of Consumer Federation of America, told Reuters news agency.
Online opt-outs should be as well-known and as easy as the Do Not Call list,
The list would prohibit advertisers from collecting and using personally identifiable information about health and financial activities.
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