Most websites track user activity and share this data with advertisers, forming the backbone of the online advertising market. To address privacy concerns, web browsers introduced the “Do Not Track” (DNT) feature, allowing users to signal websites not to track their activity. However, the feature has largely been ineffective, as compliance with the signal is entirely voluntary.
Mozilla recently announced the removal of the DNT feature starting with Firefox version 135. This decision follows Apple’s lead, which removed the feature from Safari in 2019 due to its ineffectiveness and potential to backfire.
The Issues with “Do Not Track”
The concept behind DNT was simple: browsers would send a signal to websites indicating that the user prefers not to be tracked. Unfortunately, most websites ignored this request, rendering the feature meaningless. In some cases, enabling DNT had the opposite effect, as it could help websites identify users more effectively, compromising privacy further.
“Starting with Firefox version 135, the ‘Do Not Track’ checkbox will be removed. Many sites do not respect this indication of a user’s privacy preferences, and in some cases, this may result in a decrease in privacy.”
Alternatives to Improve Privacy
Instead of relying on the outdated DNT feature, Firefox encourages users to enable the “Tell websites not to sell or share my data” option, adds NIX Solutions. This setting aligns with Global Privacy Control (GPC) standards, which are increasingly recognized by websites and supported by legislation in some regions.
The removal of DNT highlights the shortcomings of self-regulation in the digital space. Yet, we’ll keep you updated on emerging tools and technologies that aim to provide stronger privacy protections.