Do Not Track: Mozilla is dropping privacy feature due to ineffectiveness

[Shawn Knight]

In brief: An early adopt of a well intentioned web privacy feature will soon be bidding it farewell. Mozilla is planning to remove its Do Not Track feature from future versions of its Firefox web browser, but not for the reason you may be thinking.

Do Not Track was conceived roughly 15 years ago. As the name suggests, the optional setting allowed users to signal to websites – through their browser – that they did not want their activity tracked. Mozilla's Firefox was the first browser to implement the feature but unfortunately for privacy advocates, it ended up being viewed as a mere suggestion rather than something that was truly enforceable.

As such, many websites simply ignored DNT requests. In some instances, the feature backfired by allowing sites to better track users through browser fingerprinting.

On its support page for DNT, Mozilla said the option to toggle the feature will be removed starting with Firefox version 135 (it has already been removed in the Nightly release). In its absence, Mozilla suggests using the 'Tell websites not to sell or share my data' setting, which is built on top of the Global Privacy Control. More information on GPC, which debuted in Firefox 120, can be found on Mozilla's website.

Mozilla is not the first to distance itself from Do Not Track. Back in early 2019, Apple removed DNT from its Safari browser. Others, including Chrome and Edge, still offer the feature but with Mozilla joining Apple, it will be interesting to see how Google and Microsoft respond.

It's not uncommon for websites and their advertising partners to build profiles of visitors and use that data to serve them targeted ads that appeal to their interests.

We do not yet know what Mozilla plans to do with DNT users once Firefox 135 arrives. The logical answer is that users will likely be presented with some sort of notification that DNT is no longer offered – perhaps with instructions on how to optionally enable GPC.

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Do Not Track: Mozilla is dropping privacy feature due to ineffectiveness

 

[yRaz]

And absolutely f^&%ing no one is surprised.

MOAR DATA, WE NEED YOUR DATA!!! before you know it, AI powered smart toilets will be sending information about your anus to Google. AI assistants will be making appointments with a proctologist on your behind...I mean behalf... "I setup a Tuesday at 1 for your Piles and subscribed to Amazon prime so your Hemorrhoid pillow can get here faster"

*claps in American*
*Gives toilet a tip*
*hemorrhoid pillow gets delivered by Bald Eagle*

 

[Tantor]

Mozilla's explanation is not adequate. "It only works part of the time... so we're going to remove it." How about just permanently enabling the option instead of removing it? Doesn't cost a dime.

They say "In some instances, the feature backfired by allowing sites to better track users through browser fingerprinting." How does that work, exactly?

But if DNT is allowed to remain, then websites may be legally liable for misuse of tracking. Removing DNT removes their liability. So why remove it?

The article repeats a standard corporate propaganda line:

"It's not uncommon for websites and their advertising partners to build profiles of visitors and use that data to *serve* them targeted ads that appeal to their interests."

Well, no. It doesn't serve the customer anything of value. That's just their excuse for harvesting data for AI.

 

[dznmdrwutmynamiz]

They say "In some instances, the feature backfired by allowing sites to better track users through browser fingerprinting." How does that work, exactly?

This is exactly why I never used it - I assumed the % of users enabling it would be in the minority, so it just becomes another way for the trackers to narrow you down. I further assume that most people who would even look for/notice such an option will think this way, making the pool of likely users even smaller. Self-fulfilling prophecy perhaps, but there it is.

 

[user556]

"It's not uncommon for websites and their advertising partners to build profiles of visitors and use that data to *serve* them targeted ads that appeal to their interests."

Well, no. It doesn't serve the customer anything of value. That's just their excuse for harvesting data for AI.

Just because it's self-serving, underhanded and illegal, doesn't mean it's not appealing to the ignorant.

You do have a possible point about taking those deviants to task over their illegal activities but since it's so rampant, and no-one is suing, I can fully understand Mozilla's position.

 

[fadingfool]

Problem with gentlemen's agreements is the majority of websites are not operated by gentlemen. The polite request to not track was relying on the goodwill of advertisers - which, lets face it, is like asking thieves not to steal (and thieves is the correct analogy as they are happy to steal peoples' data). I would have been happier if Mozilla kept the setting and regularly posted lists of websites that ignored the request - then work with spyware blaster and gets these sites blocked for users as an optional setting.

 

[dznmdrwutmynamiz]

If you aren't running noscript or similar then you're kidding yourself anyway. Problem is that is way too much work for most people, even privacy minded folks, as it breaks most websites and you're mostly guessing at which domains to allow to regain the basic essential functionality of whatever site it is you're trying to use.