In response to the ‘Do Not Track’, lists which had been proposed by the U. S. Federal Trade Commission, Google and Mozilla are said to have made an announcement regarding their new browser initiatives. As per these new changes the users will now be permitted to opt out of having their online activities being trailed by online advertisers.

A 122-page report was allegedly released by the FTC in the month of December which briefed about the new concept in making, which is being termed as ‘Do Not Call’, list for online behavioural advertising.

The FTC has reportedly asked the advertisers and browser makers to go for self regulation instead of calling for legislations.

Alex Fowler, the global privacy and public policy leader at Mozilla wrote in his blog:

“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. 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”.

Google too has recently released a new extension for Google Chrome which is being called Keep My Opt-Outs. The code page for Google makes it clear that this would “permanently [opt] your browser out of online ad personalization via cookies”.