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While search engines' tracking of Internet activity is great for online marketers, allowing for more targeted advertising, the government and many Internet users disapprove. The Federal Trade Commission and The White House want more transparent privacy options for consumers, like an easy to use 'do not track' option. Some browsers have tracking protection but the concern is that they're not easy to use, not very effective, or both. 

 

FTC Chairman Jon Leibowitz is pushing for five key 'do not track' principles: universal implementation, ease of use, no option to override, no technical loopholes and the ability to opt out of not just targeted ads but all behavioral data tracking.