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Google and other advertisers agree to honor ‘do-not-track’ browser feature

Updated 4 years ago

A coalition of Internet giants has agreed to support a “do-not-track” button that can be embedded in most Web browsers. The Digital Advertising Alliance, which includes Internet heavy weight Google, represents over 400 companies and will work to begin adopting and honoring the system within nine months, reports The Wall Street Journal. The feature, which is already implemented in Firefox, Internet Explorer and Safari, will restrict the data that websites can collect about a user through cookies when activated. Even people who clicked on the button within FireFox, IE or Safari, were still being tracked, however, because advertisers and tracking companies hadn’t agreed to honor the system. Google is expected to update its Chrome Web browser by the end of the year to include a do-not-track button.