Google and several other firms which make web browsers will make a major move to protect consumer privacy. They will put a “do not track” button on their products. A web surfers decision to opt out of tracking will mean websites show in the browser will be very limited in the amount of personal data they can collect.
The movement will hurt websites which rely on personal data to make decisions about what marketing messages they will show consumers, and what data they can gather to decide whether people should be extended credit.
The new do-not-track button isn’t going to stop all Web tracking. The companies have agreed to stop using the data about people’s Web browsing habits to customize ads, and have agreed not to use the data for employment, credit, health-care or insurance purposes. But the data can still be used for some purposes such as “market research” and “product development” and can still be obtained by law enforcement officers.
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