Do Not Track (DNT)
Do Not Track is unique in that it is a joint effort between public policy makers, private sector standardization committees, and technology developers. In essence, Do Not Track (DNT) is a request sent from a user's browser to not track the user's personal information. In an ideal setting, all websites would recognize the DNT request and would not send cookies to the user's computer, but the lack of standardization means most DNT requests are unfulfilled. Public regulatory groups, such as the FTC, have proposed standards that would make DNT request fulfillment mandatory, while private sector groups, such as W3C, are trying to implement a technical standard that would honor requests automatically.
The Technology
The technology behind DNT is quite simple. When a user enables DNT in a browser, the browser will add a single line of code to every internet request. Typically, this line is: DNT = 1. When a server sees this line, it can recognize the user's request and will not send tracking cookies to the user's browser. Since every DNT request is entirely passive, it does not control how servers respond. Servers may still place tracking cookies on a user's computer even if the user sent a DNT request.
Private sector implementation
Beginning with Internet Explorer 10, all major browsers have added a DNT setting that users can enable to request not to be tracked. Most websites do not honor the request, partly because it was originally enabled by default in IE10 and thus did not necessarily reflect the user's desire not to be tracked. Furthermore, by voluntarily upholding the DNT requests, most advertising groups would be actively harming their business potential.
W3C, the internet standards committee, is currently working on a standardized DNT protocol that would automatically honor user requests. Disagreements within W3C have delayed official standardization efforts.
A private sector standardization would create the easiest policy for websites to follow, but it requires voluntary acceptance to be effective. Some websites and large companies are actively involved in creating a strong standard, but many websites are strongly opposed to Do Not Track and have refused to agree to the standard.
W3C, the internet standards committee, is currently working on a standardized DNT protocol that would automatically honor user requests. Disagreements within W3C have delayed official standardization efforts.
A private sector standardization would create the easiest policy for websites to follow, but it requires voluntary acceptance to be effective. Some websites and large companies are actively involved in creating a strong standard, but many websites are strongly opposed to Do Not Track and have refused to agree to the standard.
The FTC's proposal
In 2010, the FTC proposed a standardized Do Not Track system. Named similarly to the Do Not Call registry, Do Not Track is actually a standardized internet protocol rather than a compiled list of numbers that telemarketers would not call. Instead of consumers sending their telephone numbers to the FTC, each website would have to accept DNT requests by law. The FTC standard would specify different levels of DNT so users could balance their preferences between website features and privacy.
The FTC standard would force websites to accept a unified DNT standard, but as with the European Union's cookie regulations, the FTC standard could run into problems by being overly strict or overly lenient. Disagreements over the FTC's standard have delayed official efforts, and it is unclear whether the FTC will continue to research this topic.
The FTC standard would force websites to accept a unified DNT standard, but as with the European Union's cookie regulations, the FTC standard could run into problems by being overly strict or overly lenient. Disagreements over the FTC's standard have delayed official efforts, and it is unclear whether the FTC will continue to research this topic.
The Future
Unless some external force intervenes and imposes a standardized Do Not Track Protocol, DNT will remain ineffective, as websites may just choose to ignore Do Not Track requests. People who want to remain anonymous on the Internet should not put all their faith in Do Not Track.
References
Bachman, Katy. “Digital Advertising Alliance Exits Do Not Track Group.” Adweek. September 17, 2013. http://www.adweek.com/news/technology/digital-advertising-alliance-exits-do-not-track-group-152475 (accessed March 15, 2014).
"Do Not Track Universal Web Tracking Opt Out." Do Not Track U.S.. http://donottrack.us/ (accessed March 17, 2014).
Farrell, Claudia. "FTC Testifies Before the Senate Commerce Committee on Privacy; Industry Efforts to Implement "Do Not Track" System Already Underway." Federal Trade Commission. http://www.ftc.gov/news-events/press-releases/2011/03/ftc-testifies-senate-commerce-committee-privacy-industry-efforts (accessed March 17, 2014).
Protalinski, Emil. "Everything you need to know about Do Not Track: Microsoft vs Google & Mozilla." TNW Network . http://thenextweb.com/apps/2012/11/25/everything-you-need-to-know-about-do-not-track-currently-featuring-microsoft-vs-google-and-mozilla/#!z8az2 (accessed March 17, 2014).
Worstall, Tim. "Microsoft Sticks With Do Not Track Default: And Boy Are The Advertisers Angry." Forbes. http://www.forbes.com/sites/timworstall/2012/10/03/microsoft-sticks-with-do-not-track-default-and-boy-are-the-advertisers-angry/ (accessed March 17, 2014).
"Do Not Track Universal Web Tracking Opt Out." Do Not Track U.S.. http://donottrack.us/ (accessed March 17, 2014).
Farrell, Claudia. "FTC Testifies Before the Senate Commerce Committee on Privacy; Industry Efforts to Implement "Do Not Track" System Already Underway." Federal Trade Commission. http://www.ftc.gov/news-events/press-releases/2011/03/ftc-testifies-senate-commerce-committee-privacy-industry-efforts (accessed March 17, 2014).
Protalinski, Emil. "Everything you need to know about Do Not Track: Microsoft vs Google & Mozilla." TNW Network . http://thenextweb.com/apps/2012/11/25/everything-you-need-to-know-about-do-not-track-currently-featuring-microsoft-vs-google-and-mozilla/#!z8az2 (accessed March 17, 2014).
Worstall, Tim. "Microsoft Sticks With Do Not Track Default: And Boy Are The Advertisers Angry." Forbes. http://www.forbes.com/sites/timworstall/2012/10/03/microsoft-sticks-with-do-not-track-default-and-boy-are-the-advertisers-angry/ (accessed March 17, 2014).