"No follow" would change the rules

Here are the foundations of what is discussed and how new browsers fit into the discussion. By InformationWeek Doug henschen
April 09, 2011 00: 00 AM if you have ever looked online for a new car or new shoes, only to notice ads for similar products shortly after independent Web sites, you are seeing behavioral tracking to work. This is a very widespread practice behind a lot of online marketing, a way of providing offers targeted to people who have shown an interest in specific products.

Protection of personal information and many consumers groups, find this kind of tracking a little too creepy, so they seek controls on behavioural advertising. Enter the Federal Trade Commission, end of last year published a report proposing "no follow" regulations which allow people to choose to let websites and marketers collecting data on their online search and navigation.

The most likely mode of implementation of the-not-track would be a setting on browsers. Internet Explorer 9 upcoming for Firefox 4 of Mozilla and Microsoft have features which allow users to indicate that they do not want to be followed. Fishing is that it is only a request - indicated by an electronic indicator that is visible to Web site operators. No advertising or marketing of business networks have said that they comply you with the request, and trade groups main ad say that their members do how to comply with. Google Chrome and Apple Safari browsers do not offer the option.

Debate rages, even within the FTC. J. Thomas Rosch, one of the five Commissioners of the FTC, wrote recently in Advertising Age that there were "serious questions" about the-not-track and believes that the technical feasibility "remains to demonstrate."

The legislation has been proposed by several members of Congress to limit the amount of information Internet marketing companies collect. For now, however, consumers may be surprised to learn that the feature-non-track in new browsers has no teeth. Web sites are not required to honor these requests to remove cookies and surf stories is the only surefire road to anonymity online.

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