Frequently Asked Questions

For website and app makers, PrivacyChoice for Publishers makes it easy to provide a superb privacy experience for users, including human-readable privacy policies and turn-key compliance with new tracking disclosure requirements. Publishers can deploy our hosted privacy templates in minutes, or develop their own custom privacy framework using our APIs. With our hosted privacy platform, publishers stay in step with rapidly evolving industry requirements, and third-party tracking and disclosure is automatically monitored and maintained.

For web users, PrivacyChoice offers tools to help you understand and make choices about your online privacy. You can see how online tracking works (TrackerScan), see your tracking profile, decide whether companies can collect information about what you do across websites (TrackerBlock), or opt-out of seeing targeted ads (PrivacyMark). To protect privacy on social networks, you can remove your email address from use by dataminers (Disconnect), and confirm the Facebook privacy settings of your loved ones (PrivacyCheck). Nearly one million people have used PrivacyChoice to set their privacy preferences.

To support these services, PrivacyChoice maintains a comprehensive database of tracking companies, including domains used by over 450 ad and data companies, their privacy policies and opt-out and opt-in processes. By continuously scanning top websites and collecting information from a panel of users, PrivacyChoice maintains a map of the companies collecting data on popular websites. We use this to identify new trackers and to verify opt-out effectiveness.

PrivacyChoice was founded by Jim Brock, a technology entrepreneur, former Yahoo! executive and co-founder of Attributor. Jim writes the privacychoice blog.

Can PrivacyChoice improve the user privacy experience in my website or application?

Users expect websites to provide complete privacy disclosure and choices when it comes to third party data sharing and use. Sending users off of your site to manage their tracking privacy removes you from a critical interaction with your users, and does little to build their trust. The PrivacyChoice platform and database can be used to power the best possible privacy experience within your website or application. Companies including Reputation.com and DoubleVerify rely on the PrivacyChoice platform and data for their applications.

Our API provides all of the data necessary to provide the most accurate and complete tracking-privacy experience for your site's users, including continuously updated company descriptions, classifications, affiliations and tracking choices. We maintain your site's disclosure list through ongoing, customized deep scanning for tracking companies, alerting you via email of new trackers. We also can build and host your exerience, using our templates or your specification. Please contact us to learn more about PrivacyChoice services.

Should I use TrackerBlock, PrivacyMark or the Opt-out Add-on to control tracking?

Because of different user preferences and browser requirements, we offer a set of tools for tracking control. Here's how to figure out which one is right for you:

TrackerBlock provides the best control if you are using either Firefox or Internet Explorer. With TrackerBlock, you directly control tracking in your browser, which means you don't need to rely on trackers to honor your preferences. Your rules stay in place even if you clear your cookies. We recommend this choice, and installing it is easy, quick and safe.

The PrivacyMark allows you to opt-out of targeting for many companies, without having to install browser controls. It doesn't stop tracking by nearly as many companies, and you need to click on it to refresh your choice whenever you clear your browser cookies. This may be a good choice if you don't use Firefox or Internet Explorer, or if for some reason you don't want to install browser controls.

The PrivacyChoice Opt-out Add-on for Firefox works like the PrivacyMark, but it covers more companies and always keeps itself up to date. Like the PrivacyMark, it signals your preference against tracking; it doesn't actually stop it. If you use Firefox you can run both the Opt-out Add-on and Trackerblock at the same time.

How do you define "tracking"?

Tracking is when companies collect or share information about what you do across different websites, without asking you first. Companies do this primarily to customize advertising, content and products based on your interests. They leave cookies in your browser that identify your computer (typically anonymously) and associate it things like what you've shopped or searched for recently. Some companies trade in this data, selling other parties the ability to leave their own cookie and associate it with some part of your profile.

If you're looking for detailed legalese, try this: Tracking is the non-consensual use or transfer of behavioral data collected across websites or applications as to an individual, computer or device. To learn more, read the analysis on the PrivacyChoice Blog.

What choices do I have about online tracking?

You have many choices if you want to control if and how you are tracked online:

You can block tracking by installing browser tools, such as TrackerBlock, that control tracking-company access to your computer, or you can changes settings in your browser to block cookies from any company except the website you are visiting.

You can opt out of targeted advertising by requesting opt-out cookies that tell tracking companies not to use tracking information to select the advertising you see. This doesn't require you to install an add-on or change your browser settings, but it may only limit the use -- but not the collection -- of tracking information. In either case, you can also decide whether you want to control all tracking companies, or only companies that have not adopted stronger privacy rules and are subject to oversight through industry organizations.

How does TrackerBlock work?

TrackerBlock for Firefox is a browser add-on that blocks specified tracking companies from reading or writing cookies on your computer, and deletes files they may leave behind (such as Flash cookies) that could identify your computer. You can set blocking to include all trackers in our index, trackers that are not subject to industry oversight, or specific tracking companies.

TrackerBlock for Internet Explorer uses a feature built-in to the browser that controls access to cookies based on a list of domains that you upload to the browser. PrivacyChoice creates this list for you from our database. You can choose whether to include all A small number of companies are not included in the lists because blocking their domain generally would impair the functioning of non-tracking services.

How does the PrivacyMark opt-out tool work?

The PrivacyMark opt-out tool allows you to set your ad preferences with over 100 different ad networks in one simple process. By storing your preferences as a bookmark, the PrivacyMark makes it easy to refresh and update them at any time with one click. We recommend that you do so every time you clear cookies from your browser.

These "cookies" are small files written to your computer, which are used to signal to tracking networks that you have opted-out of sharing information about your activities across websites. Nearly all websites use Web cookies for useful things, like remembering your username from visit to visit. Since web pages consist of content served by many different companies, any or all of them may also serve cookies on your machine through that page. By recognizing your browser as you visit different sites, these companies collect information about your overall activities and interests.

Although the PrivacyMark includes most tracking networks, many still do not offer opt-out capabilities. Also in some cases tracking companies obscure their opt-out processes in a way that does not allow it to be included in the PrivacyMark tool. For more complete coverage, we recommend TrackerBlock.

Should I allow tracking by more reputable companies?

We provide this choice because some people are not bothered by the use of tracking information, with some restrictions and accountability. You might make this choice because:

- You want ad networks to show you more relevant advertising, based on your online activities (like what you're shopping for), and you use private browsing modes when you want complete anonymity.

- By allowing higher value advertising, you want to support the ad-revenue businesses of websites and publishers who provide services and content that you use and enjoy.

- You want to reward better and more responsible behavior, sending an important signal to all of the networks and their advertiser customers.

What are "policy concerns"?

We assess the privacy profile of tracking companies based on the level of protection they provide in their privacy policies. We indicate concern when policies do not clearly provide these protections:

1. Are they a member of the Network Advertising Initiative, which publishes privacy standards and conducts an annual compliance review of each member company?

2. Does their privacy policy state that they keep users anonymous by not collecting personal information or by separating it from information about activities across websites?

3. Do they refrain from sharing any non-anonymous information they collect with other parties?

4. Do they respect boundaries by not collecting information about financial, health, sexual orientation or other sensitive information?

5. Do they delete information after a reasonable period of time (generally 1 year)?

What is the Network Advertising Initiative?

The Network Advertising Initiative was formed by a group of advertising companies, including Google, Yahoo! and AOL. The NAI describes itself as 'a coalition of leading online marketing companies committed to building consumer awareness and reinforcing responsible business and data management practices and standards.' The NAI hosts a unified opt-out page that includes its members.

The NAI has published a set of guidelines (PDF) that include the following requirements for their membership:

- Requirements of consumer notice as to their practices in collection, transfer and use of consumer information, both personally identifiable and non-personally identifiable information.

- Means for consumers to exercise choice over the use of their information, including designations of when that choice can be offered on an "opt out" basis or must be offered on an "opt in" basis.

- Restrictions on use of information other than for marketing purposes, and a prohibition on non-consensual merging personal information with information about a user's online activities.

- Consent to annual compliance reviews directed by the NAI board, and NAI review of any "credible unresolved consumer complaint."

PrivacyChoice does not endorse the NAI, but their principles and oversight may be relevant to your choice of whether to allow tracking by the NAI's member companies.

What do websites need to do under the new self-regulatory guidelines?

The self-regulatory principles were adopted in July 2009 by five major industry groups, including the Better Business Bureau, the Direct Marketing Association and the Interactive Advertising Bureau. The principles call for "enhanced disclosure" of behavioral or interest-based ad targeting. To meet the disclosure requirements, a link to company-specific information about privacy practices must be placed on webpages where user information is collected or used, or placed within or near the advertisements themselves.

Although advertisers are also responsible for placing notice in behaviorally targeted ads, most websites allow data collection outside of ads as well. In that case website must provide disclosure on each page where this occurs.

The summary of the principles provided by the Internet Advertising Bureau includes the following provisions most relevant to websites:

- The Transparency Principle calls for clearer and easily accessible disclosures to consumers about data collection and use practices associated with online behavioral advertising. It will result in new, enhanced notice on the page where data is collected through links embedded in or around advertisements, or on the Web page itself.

- The Consumer Control Principle provides consumers with an expanded ability to choose whether data is collected and used for online behavioral advertising purposes. This choice will be available through a link from the notice provided on the Web page where data is collected.

Note: It will no longer be sufficient to put links to ad delivery firms in your site's privacy policy. The new principles require disclosure on pages throughout your site.

Click here to see the full text of the principles.

Why does TrackerBlock add cookies to my browser?

If you use TrackerBlock's Opt-out feature, the add-on will write specific opt-out cookies from each tracking company, which are signals that you do not want your interests used to target ads. TrackerBlock re-writes these cookies any time you clear cookies from your browser. For most companies, this selection may be redundant if you choose to block cookie access entirely. If you do not want these cookies written, select "None" on the Opt-out panel in TrackerBlock controls.

Why didn't the TrackerBlock or TrackerScan button show up on my toolbar?

Normally, the TrackerBlock and TrackerScan eye-cons show up on the Navigation Toolbar, just to the left of the URL box. On Apple computers, it may show up to the far right in the Navigation Toolbar. If it doesn't show up, you can manually add it by going to View > Toolbars > Customize. Look for the icon and drag it to your toolbar. This is also how you can move the toolbar button to another location.

Why doesn't the TrackerScan bookmark work on some pages?

The TrackerScan bookmark works by inserting some code into the page you are viewing, which allows it to "see" most of the trackers collecting information on the page. Some websites make their pages in a way that is not compatible with this process. For a more consistent experience, we recommend the TrackerScan add-on.

How do browser add-ons work?

An add-on is a small program that customizes how your browser works; Firefox was designed to allow add-ons and thousands have been created, including toolbars from companies like Google, Yahoo! and StumbleUpon. If you want to learn more about Firefox add-ons, the Mozilla site has an FAQ.

Our browser add-ons do not collect or store information about your browsing history. The TrackerScan add-on sends a list of trackers found on domains that you visit, but no history information is ever associated with your computer.

Our browser add-ons have been engineered to work without noticeably affecting your browser performance, but let us know if you have a different experience.

Each time I start my browser it goes to a PrivacyChoice page. What's wrong?

For the PrivacyChoice Opt-out add-on to function properly, Firefox must be set to accept third-party cookies (which is the default setting). You can access this setting by selecting the menu Tools > Options > Privacy. The settings for accepting third-party cookies is in the History menu > Use custom settings for history.

Please note that if you have decided to block all third-party cookies through your browser settings, you may not need the opt-out add-on, because your browser is already blocking trackers that operate across different websites. If that is your preference, we recommend that you uninstall the opt-out add-on.

How do I uninstall browser features?

If you are dissatisfied with the performance of any PrivacyChoice add-on or have an idea of how to improve it, please be sure to give us your feedback.

To uninstall or disable PrivacyChoice browser features, please follow these instructions:

TrackerBlock for Internet Explorer 9

1. Pull down the SAFETY menu, and then click TRACKING PROTECTION ...
2. Find and click on the PRIVACYCHOICE list and either click REMOVE (to remove it completely) or DISABLE (to disable it temporarily)

TrackerBlock for Internet Explorer 7 or 8

1. Click on the TOOLS menu
2. Select INTERNET OPTIONS
3. Click on the PRIVACY tab
4. Click on the DEFAULT button

Add-ons for Firefox 4.0 (TrackerBlock, TrackerScan or PrivacyChoice Opt-out)

1. Click the FIREFOX button (upper left corner) and select ADD-ONS
2. Find the add-on you want to uninstall on the EXTENSIONS list
3. Click REMOVE (to remove completely) or DISABLE (to disable temporarily)
4. Restart your browser if necessary to complete the change

Add-ons for Firefox 3.6 (TrackerBlock, TrackerScan or PrivacyChoice Opt-out)

1. Pull down the TOOLS menu and select ADD-ONS
2. Find the add-on you want to uninstall on the list
3. Click REMOVE (to remove completely) or DISABLE (to disable temporarily)
4. Restart your browser if necessary to complete the change

Add-on for Chrome (Keep More Opt Outs)

1. Click the WRENCH icon (upper right) and select TOOLS then select EXTENSIONS
2. Find the add-on you want to uninstall on the list
3. Click REMOVE (to remove completely) or DISABLE (to disable temporarily)

How can I contribute privacy policy summaries?

You can contribute a summary of the privacy policy for any website, including your own.

Here's how:

1. Click "Submit a summary" on any summary page.

2. On the left, you see the available summaries. Review the policy text for excerpts that match one of the statements. Highlight the text and click on the plus sign. To undo, click on the minus sign.

3. Your submission will be reviewed and added, along with the results of our scan for trackers.

We really, really want to hear about your experience in this process, and your suggestions for new summaries. Please contact us.

What terms apply to my use of PrivacyChoice?

These terms are a condition of your use of PrivacyChoice services for web users. Click here to see terms applicable to use of PrivacyChoice Policymaker and other services for websites.

No automated use. No automated use of this service is permitted. Non-permitted use includes creating any separate compilation of privacychoice summaries or excerpts. Neither our web service nor any browser add-on may be distributed or embedded in any other application or service without our permission.

Copyright and trademarks. PrivacyChoice LLC owns copyright to the compilation and summaries presented, and reserves all rights. Please contact us permissions@privacychoice.org to request any permissions. privacychoice and the privacychoice logo, all images and text, and all page headers, custom graphics and button icons are service marks, trademarks and/or trade dress of PrivacyChoice LLC. All other trademarks, product names and company names or logos cited in the service are the property of their respective owners.

We are happy to license our tracking company database at no charge for academic and non-profit purposes. Please contact us.

No advice. Nothing we provide constitutes advice of any kind, including legal advice. If you require advice in relation to any legal matter you should consult an attorney.

No warranties. All privacychoice services are provided as is, without any representations or warranties, express or implied, including any implied warranties of merchantability, fitness for a particular purpose, title and non-infringement. Nothing in this disclaimer will exclude or limit any warranty implied by law that it would be unlawful to exclude or limit; and nothing in this disclaimer will exclude or limit our liability in respect of any matter which it would be illegal or unlawful to exclude or limit, or to attempt or purport to exclude or limit, our liability.

No responsibility for third-party data practices. We do not and cannot promise that this service will eliminate or control the collection, use or sharing of your online information. The companies collecting information are responsible for compliance with their own policies.

No liability. We will not be liable to you (whether under the law of contract, the law of torts or otherwise) in relation to this website or the templates for any direct, indirect, special or consequential loss; or for any business losses, loss of revenue, income, profits or anticipated savings, loss of contracts or business relationships, loss of reputation or goodwill, or loss or corruption of information or data.

Errors and omissions. We make no guarantee that our excerpts and summaries are accurate, complete or consistent. All summaries and excerpts are offered "as is" and are qualified entirely by the full text of the related privacy policy. While we monitor for hundreds of companies that collect user information across websites, our list is incomplete.

Other matters. By using or subscribing to this service, you agree that all of our rights and obligations are governed by and interpreted in accordance with the laws of the State of California, excluding its choice of law rules. Any legal action or proceeding relating to your use of this service may only be instituted in a state or federal court in Santa Cruz County, California, and each of us agree to submit to the jurisdiction of these courts. These terms expressly exclude and disclaim the terms of the U.N. Convention on Contracts for the International Sale of Goods, which do not apply to any transaction involving this service. Minors are not eligible to use the service and we ask that they do not submit any personal information to us. We reserve the right to refuse service to anyone and to cancel user access at any time.

Can you answer a question not listed here?

Please feel free to contact us with any other questions or comments about PrivacyChoice. User feedback is crucial to the improvement of our service.

testing