Consumers Union is an expert, independent, nonprofit organization whose mission is to work for a fair, just, and safe marketplace for all consumers and to empower consumers to protect themselves.
Google Chrome now has Do Not Track!
This tool, developed by privacy expert Jonathan Mayer from Stanford University, allows Chrome users to tell websites that they do not wish to be tracked as they surf the net.
Major browsers such as Microsoft Internet Explorer, Mozilla Firefox, and Apple Safari have already implemented some version of the Do Not Track tool directly into their browsers. Google, however, has so far resisted calls by consumers, public interest groups, and the FTC to embed such a tool directly in its Chrome browser. Mayer’s browser add-on would address this problem by giving consumers a means to express their online privacy preferences. The tool can be downloaded from the Google Chrome Web Store.
The Do Not Track concept has received support from numerous privacy groups, as well as from the Federal Trade Commission. In addition, over 80% of respondents in a 2011 CU poll agreed that they should be able to permanently opt out of online tracking. Currently, the W3C Tracking Protection Working Group, made up of both industry members and privacy advocacy organizations, is attempting to develop some recommendations for the development of a DNT tool. There are also several Do Not Track bills pending in the U.S. House, Senate, and California Senate.
While we are certainly pleased that this tool is now available for Chrome users as well, we strongly urge Google to incorporate this tool directly into its browser in a simple and consumer-friendly way. Users should not have to perform complicated searches and download various browser extensions just to express their privacy preferences online. In addition, we strongly encourage advertisers to begin respecting consumer preferences expressed through the DNT tool.
Trust lies at the heart of a vibrant Internet economy. Consumers need to know that their privacy choices will be respected if they are to fully engage online. Companies must cultivate this trust by complying with consumers’ expressed requests.
