First there was the “do not call” registry, now consumers will have the “do not track” option. The Federal Trade Commission announced a new initiative that gives Web surfers the chance to opt out of the Internet tracking cookies used by advertisers to follow online activities that deliver personalized ads.
Mozilla, Google and Microsoft announced they are working on official add-ons for their Web browsers (Firefox, Chrome, Internet Explorer) that easily give users the choice of whether they want to be followed online.
But unlike the “do not call” list, it will be up to the advertising companies to comply with users’ wishes.
Photo: In 2002, Weight Watchers sued an online pharmacy for placing unauthorized pop-up ads for diet drugs on the Weight Watchers Web site as seen in this video image from the site.