An opt-out in the open hand

August 19, 2010

I’m a little late in noting this, but it was delightful to see this tweet from the Ghostery team in response to my post about why a universal opt-out must be part of the self-regulatory framework.

This means that on every ad-notice landing page provided by Better Advertising, a consumer will be able to download a tool that blocks ad tracking completely. Hopefully the universal opt-out functionality will be prominent and clear.

Of course, offering a browser add-on is not a substitute for a web-based universal opt-out, since consumers shouldn’t be required to install software to express their preferences. But to provide complete control “in the open hand” will go a long way to showing a sincere commitment to consumer choice.

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