SOURCE: Network Advertising Initiative

October 31, 2007 14:39 ET

NAI Responds to "Do Not Track" Proposal

Government-Managed Download Would Be Redundant and Unwise

YORK, ME--(Marketwire - October 31, 2007) - Today's proposal by a coalition of organizations advocating for the creation of a new government application -- a downloadable program that would reside on citizens' computers -- to block behavioral targeting, is both surprising and unprecedented.

This proposal for a government-run blacklist would break both the basic functionality and economic models of most, if not all, e-commerce and content-driven consumer websites. It would also make much of the personalization available on the web's most popular sites, enjoyed by millions, a thing of the past.

It is disturbing to think that, under the proposal, the Government would step in with a downloaded application that would need to "call home" to the Government on a regular basis. Under the proposal the Government would also need to affirmatively require major modifications to existing web browser technology.

Perhaps most importantly, the ability to block behavioral tracking already exists in major web browsers through basic cookie controls. Every consumer is within a few mouse clicks of blocking all cookies on their systems. Further, programs such as the Network Advertising Initiative provide an additional layer of consumer control to the existing protections already found within web browsers.

For these reasons, today's proposal is both redundant and unwise.

About the NAI

The NAI (Network Advertising Initiative) is a cooperative of online marketing companies committed to building consumer awareness and establishing responsible business and data management practices and standards. As increasingly sophisticated online advertising technologies evolve, consumer concerns about their impact on online privacy mount. The NAI is prepared to meet these concerns with both effective industry self-regulation and sensible protections for online consumers. To learn more, visit

Contact Information

  • Media Contact:
    Carla Vicens
    blast! PR on behalf of NAI
    919-833-9975 x. 10
    Email Contact