The Demise of Do Not Track: A Look at the Browser Feature That Failed
For a brief moment, Do Not Track (DNT) seemed like it held the potential to radically reshape online privacy. It was intended to give users a simple but powerful tool to curb online tracking, sending a clear message toWebsites: please don’t collect data on my browsing habits.
Momentary Hope, Enduring Challenges
The year 2012 marked a high point for DNT. Every major browser incorporated the DNT option, suggesting a collective industry-wide commitment to user privacy. But even from its inception, skepticism loomed. Lorrie Faith Cranor, the leader of the Privacy Preferences Project (P3P) that predated DNT, told Ars in 2012 that “every time we come up with a technical solution that protects privacy, the websites come up with something they want to do that is broken by this privacy protection.”
Cracks started to appear in DNT’s armor relatively quickly. Yahoo, which lectoriumself as the first major tech company to implement it, announced in 2014 that it would no longer honor DNT requests. The company stated the White House-organized promise “remains unfulfilled,” adding that standardized DNT “resulted in deadlock.”
The Electronic Frontier Foundation responded by creating the Privacy Badger extension, attempting to enforce DNT when websites ignored user requests. However, the FCC dismissed a petition to enforce DNT across websites and services, essentially snuffing out hope for widespread adoption.
From Promise to Sunset
Unfortunately, the lack of regulatory teeth wasn’t DNT’s only downfall.
Advancements in tracking technology ultimately rendered DNT largely ineffective. Websites discovered they could still leverage other subtle signals emitted by browsers—time zone, monitor resolution, even the presence of the DNT signal itself (ironically) —to identify and track users across pages. “Fingerprinting,” as this technique became known, rendered DNT obsolete.
Apple, recognizing the limits of DNT, removed it from Safari in 2019.
Apple cited both its ineffectiveness and the prevalence of fingerprinting as reasons for the removal.
User Privacy Takes a Cue from Firefox
This week, Mozilla, a pioneer of the Do Not Track movement, followed Apple’s lead and removed DNT from Firefox. This move highlights a shift in the landscape of privacy.
While Chrome, the predominant browser today, still technically supports DNT, the feature is essentially meaningless, offered alongside a disclaimer directly beneath the setting.
The Longing for Privacy Persists
Despite the demise of DNT, public demand for stronger privacy controls remains high. In 2021, a staggering 96% of iOS users opted out of app tracking when Apple provided a blocking option.
This overwhelming response highlights a fundamental truth: people want greater control over their online data. But achieving this goal won’t be achieved through palliatives like DNT.
Moving forward, securing online privacy requires more nuanced, proactive steps. Users will need to become more discerning in their online choices, carefully selecting websites and apps known for transparent data practices and robust security.
Tools like VPNs with strong privacy policies may offer a lifeline against intrusive advertising systems, but even these opcodes are criticisms. Still, it’s important to remember that true progress will likely require broader systemic changes including mindful governmental regulations.
