" Despite what might look like a quasi-solution from the W3C, consumers have taken tracking protection into their own hands. " The long - awaited initiative to alert users to online tracking and allow them to opt out of it - called ' Do Not Track ' ( DNT ) - is coming soon , however , it is a shadow of its former self . It was created in light of Federal Communications Commission Chairman , Jon Liebowitz 's call for a ' universal Do - Not - Track ' policy back in 2010 .
The long - awaited initiative to alert users to online tracking and allow them to opt out of it - called ' Do Not Track ' ( DNT ) - is coming soon , however , it is a shadow of its former self . It was created in light of Federal Communications Commission Chairman , Jon Liebowitz 's call for a ' universal Do - Not - Track ' policy back in 2010 .