Mozilla is planning to take its own shot at improving user privacy controls online.
The company is looking to add a new feature to its Firefox browser that would enable users to opt-out of online behavioral tracking by advertisers. The move follows a December report from the U.S. Federal Trade Commission (FTC) that endorsed the idea of a "Do Not Track" mechanism that would allow Web users to choose whether they want to be tracked online.
At the time, the FTC suggested a setting similar to a persistent cookie on a consumer's browser and communicating that setting to sites that the browser visits. In response to the situation, Mozilla is proposing the creation of a Do Not Track HTTP header that will be transmitted "with every click or page view in Firefox," blogged Alex Fowler, Mozilla's Technology and Privacy Officer.
"When the feature is enabled and users turn it on, web sites will be told by Firefox that a user would like to opt-out of OBA (online behavioral advertising)," Fowler wrote. "We believe the header-based approach has the potential to be better for the web in the long run because it is a clearer and more universal opt-out mechanism than cookies or blacklists."
For more, read the eWeek article: Mozilla Proposes Firefox 'Do Not Track' Feature.