Microsoft was first to announce its opt-out technology for users of the internet. Now, Google and Mozilla have also taken concrete steps to give users the freedom of opting out of tracking cookies. Google will also improve its Chrome browser by providing an add-on. Users will soon be free from tracking cookies that monitor their movement and online behavior. From now on, tech companies will find ways to establish a balance between revenue generation and individual privacy protection.
The online advertising industry has been advocating for self-regulation. It has not reacted positively to discussions in regards to privacy protection. There have been many proposals for enhanced privacy policies that protect individual privacy. This recent development will mark the beginning of giving users more control over their personal information.
Many users do not realize the possible consequences of sharing their personal information online. They do not take time to thoroughly read the website’s privacy policies. It is either that they do not understand how their data will be handled, or they do not realize the importance of understanding. Only when they receive unsolicited advertisements – a consequence for being careless – do they realize the need for privacy protection.