The World Wide Web Consortium (W3C) has released a new set of web guidelines which encourage websites to tell users if they are tracking their online activities.
The standards released by the organisations are a part of its ‘Do Not Track' policies which allow web users to prevent websites, advertisers and marketeers from tracking their online behaviour and web activities.
The final draft of the policies, which are expected to be released in the summer of 2012, will detail exactly how consumers can prevent or allow to tracking.
The new privacy standards help users maintain control over their privacy and activities over the web. This might not bode well for websites and online advertisers who use data collected from tracking cookies to display behaviour-specific advertisements to ensure maximum clicks, however.
"We know there are many types of users. Some eagerly welcome the benefits of personalised web services, while others value their privacy above all else. 'Do Not Track' puts users in control, so they can choose the trade-offs that are right for them," said Aleecia M. McDonald, a Mozilla researcher and member of the team developing the standard, in a statement, according to the Inquirer.