Yahoo Inc. said it would implement a "Do Not Track" mechanism across its global network by early summer amid growing concerns about online privacy.
The Wall Street Journal reported Monday that the Federal Trade Commission issued a strong call for commercial-data collectors to adopt better privacy practices and called for Congress to pass comprehensive privacy legislation. The agency also called on U.S. commercial data collectors to implement a "Do Not Track" button in Web browsers by the end of the year or to face legislation from Congress forcing the issue.
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Digital-Privacy Rules Taking Shape
Yahoo on Thursday said its "Do Not Track" system has been in development since last year and is in accordance with the Digital Advertising Alliance's principles.
The Internet company said the site wide mechanism will provide a simple step for consumers to express their ad targeting preferences.
Yahoo reported in January its fourth-quarter earnings fell 5.3% on a bigger tax provision, while the operating income improved thanks to lower operating and revenue costs despite a 13% drop in total revenue.
Write to Melodie Warner at melodie.warner@dowjones.com
Wall Street Journal, Federal Trade Commission, Congress, global network, Digital Advertising Alliance, privacy practices, comprehensive privacy legislation, Track mechanism, Yahoo
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