Google and Mozilla both announced that they will be adding "do-not-track" options to their Internet browsers, allowing users to prevent websites from gathering personal information and selling it to advertisers.
According to a company statement, Google's "Keep My Op-Outs" feature will be available as an extension for download on its Chrome browser Monday.
"We made available, for all major browsers, a downloadable browser plugin that enables you to permanently opt out of Google's advertising cookie, even if you deleted all your browser's cookies," according to the statement."
Mozilla's Firefox version will be an HTTP header that will tell websites that a user wants to opt-out what's called "online behavioral advertising."
"The advantages to the header technique are that it is less complex and simple to locate and use, it is more persistent than cookie-based solutions, and it doesn't rely on user's finding and loading lists of ad networks and advertisers to work," said Mozilla technology and privacy officer Alex Fowler wrote in a blog post Sunday.
Microsoft announced a similar feature for its Internet Explorer in December.
Rep. Bobby Rush, D-Ill., said Thursday following a speech at the Minority Media and Telecommunications Council's summit that he is leaning toward adding a do-not-track provision to privacy legislation he plans to re-introduce this Congress.