FTC Flexes Muscle: Google Chrome, Firefox Add "Do Not Track" Features | Fast Company

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FTC Flexes Muscle: Google Chrome, Firefox Add "Do Not Track" Features | Fast Company:

"Last month, the FTC's Bureau of Consumer Protection proposed a 'Do Not Track' tool to curb concerns over personalized or behavioral advertising.

The FTC hoped the tool might be similar to the 'Do Not Call' registry--the system that deterred telemarketers from causing so many headaches--but offered very few technical details. Such a comprehensive opt-out registry, as some have pointed out, would be difficult to implement.

Unlike 'Do Not Call,' which relies on unique telephone numbers, 'Do Not Track' could not depend on similar identifiers, as IP addresses are constantly changing."

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