Virtually every search engine, companies with a big web presence, etc. gather user's browser history and other personal information in order to improve their services and better target the user. The FTC is proposing a "Do Not Track" feature for Internet browsers that would allow users to opt out completely and protect their privacy. Users do not always have control over the amount or type of data stored by companies and that data can therefore be used against the user's wishes. If you have a Google account you are able to keep this data in check, however this isn't true for all search engines. All major search engines gather history for a period of time (3-18 months) unless explicitly blocked by the user.

The FTC states that industry efforts to address privacy through self-regulation "have been too slow, and up to now have failed to provide adequate and meaningful protection". In addition to making policy recommendations, the FTC has said it will take action against companies that cross the line with consumer data and violate consumers' privacy. Consumers should be presented with choices about the collection and sharing of their data at the time and in the context in which they are making decisions.