Facebook and Google back new privacy standards

[ericlee]

It has published technical proposals to enable websites to respond to forthcoming privacy regulations in the United States. The regulations are designed to give users more control over what advertisers and marketing firms know about them.

The W3C proposals are backed by Facebook and Google, as well as browser makers Apple, Microsoft and Mozilla. US regulators and civil liberties groups have also collaborated on the new standards.

They will make it easier for users to avoid tracking by standardising how websites read and comply with privacy preferences. The proposals also aim to standardise how much tracking various privacy settings allow.

“The overall goal is to match the expectations of the users. On average, users have expectations for if they turn tracking off, and what this means, and we try to get as close as possible to these expectations," said Dr Matthias Schunter of IBM Research, who co-chaired the W3C Tracking Protection, Information Week reports.

The stronger privacy protections are expected to challenge the online advertising and marketing industies, who rely on tracking data to guage the success of their campaigns.

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[Luanamy]

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