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May 4, 2019 04:34 pm

DuckDuckGo Proposes 'Do-Not-Track Act of 2019'

"When you turn on the setting in your browser that says 'Do Not Track', you probably expect to no longer be tracked on most websites you visit. Right? Well, you would be wrong," explains DuckDuckGo's blog. Their recent study found "a quarter of people have turned on this setting" -- representing hundreds of millions of web surfers -- and that most of them were unaware that in fact, "no law requires websites to respect your Do Not Track signals, and the vast majority of sites, including most all of the big tech companies, sadly choose to simply ignore them." Now they've written draft legislation -- "the Do-Not-Track Act of 2019" -- to "serve as a starting point" for legislators to close this loophole. SearchEngineLand reports:If the act picks up steam and passes into law, sites would be required to cease certain user tracking methods, which means less data available to inform marketing and advertising campaigns. The impact could also cascade into platforms that leverage consumer data, possibly making them less effective. For example, one of the advantages of advertising on a platform like Google or Facebook is the ability to target audiences. If a user enables DNT, the ads displayed to them when browsing those websites won't be informed by their external browsing history... This proposal is quite far from being signed into law, but the technology is already built into Chrome, Firefox, Opera, Edge and Internet Explorer. With the adoption of GDPR just a year behind us and presidential candidate Elizabeth Warren's proposed legislation to regulate "big tech companies" drawing more attention to digital privacy issues in Washington, the Do-Not-Track Act could be a realistic outcome. DuckDuckGo says they're announcing their draft legislation because "It is extremely rare to have such an exciting legislative opportunity like this, where the hardest work -- coordinated mainstream technical implementation and widespread consumer adoption -- is already done.... "We hope the Do-Not-Track Act of 2019 serves as a useful guide to start thinking seriously about this amazing legislative opportunity."

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