Do Not Track
DNT has been a hot topic lately, bringing forth industry response and attracting the attention of everyone from privacy advocates to the FTC to elected officials on Capitol Hill. Browsers such as Mozilla Firefox, Microsoft Internet Explorer, Google Chrome, and Opera have incorporated DNT mechanisms, although some browsers vary in how they approach a DNT request by a user. In an effort to establish clear and flexible guidelines for a DNT feature, the World Wide Web Consortium (W3C) Tracking Protection Working Group has been working diligently on how DNT should be implemented, addressing key issues such as the proper definition of “tracking” for the purposes of DNT.
FPF has set up a webpage explaining what Do Not Track is as well as how to turn it on in a variety of browsers and devices.
FPF is a member of the W3C multi-stakeholder group with a range of representatives from companies such as Adobe, Apple, Deutsche Telekom AG, Google, Facebook, IBM, Microsoft, Mozilla, Opera, Stanford University, The Center of Democracy and Technology, The Nielsen Company, TRUSTe, W3C, and Yahoo!. Also participating as invited experts, are representatives from the Electronic Frontier Foundation, the US Federal Trade Commission (FTC), Consumer Watchdog, the German Independent Center for Privacy Protection (ULD), and Leiden University.
There is a wide range of views on the benefits and privacy implications of tracking.
You can find an industry view at youradchoices.com.
You can find the views of one leading privacy and technology expert at donottrack.us.
For the views of Future of Privacy forum leaders, see this Huffington Post article by Jules Polonetsky and Christopher Wolf, or read Jules’ views on the potential value of tracking for consumers, the problems with the old methods of tracking via cookies, and the importance of transparency when tracking users both on and offline.