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Europe moves to give consumers control of online ads

Jeremy Kirk | April 15, 2011
More companies that advertise on the Internet in Europe will give consumers the option to turn off advertisements that collect data on their audiences ahead of European Union regulations soon to come into effect.

The "Do Not Track" project has gained broad support. The specification, which is incorporated into browser and websites, allows a user to opt out of behavioral advertising by sending an HTTP header to a website informing the site the user does not want to be watched. It is envisioned that all websites would honor those requests and not track users.

Mozilla's latest Firefox 4 browser supports the do-not-track mechanism. Microsoft's Internet Explorer 9 browser has what it calls "Tracking Protection," which allows users to import third-party lists of domains whose tracking advertising technologies will be blocked.

 

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