Senator rips self-regulatory do-not-track efforts

The U.S. online advertising industry has not lived up to a promise to stop the online tracking of Internet users who ask advertisers to do so, a senior U.S. senator said Wednesday.

Senator John “Jay” Rockefeller, a West Virginia Democrat, blasted the online advertising industry for not meeting its promised deadline to implement a do-not-track program by the end of 2012. The Digital Advertising Alliance, a coalition of online advertising groups, committed in February 2012 to honor do-not-track requests by the end of the year, but advertisers and data brokers appear to be “dragging their feet,” Rockefeller said during a Senate Commerce, Science and Transportation Committee hearing.