FTC push for no-tracking feature

The Federal Trade Commission is now pushing for the use of a “Do Not Track” feature that would allow users to hide themselves from various search engines and tracking agents.

According to the agency’s new report, the five commissioners are recommending that a Do Not Track mechanism be implemented.

“The FTC wants to help ensure that the growing, changing, thriving information marketplace is built on a framework that promotes privacy, transparency, business innovation and consumer choice,” FTC chairman Jon Leibowitz said in a statement.

Democratic senator John Kerry said the report confirms that many companies aren’t doing enough to protect the privacy of their customers.

“Today’s technology makes it easy for companies to obtain, collect, store, and transfer unprecedented amounts of information, but industry self regulation has proven inadequate to protect consumers.”

The FTC has warned that it will go after companies that “cross the line”.