The World Wide Web Consortium (W3C) is developing a privacy plan that will give users more control over how they are tracked online. The regulations of the privacy plan are designed to give users more control over what advertisers and marketing firms know about them. The plan has been backed by major websites like Google and Facebook, as well as companies including Microsoft and Apple.

“The overall goal is to match the expectations of the users. On average, users have expectations for if they turn tracking off, and what this means, and we try to get as close as possible to these expectations," said Dr Matthias Schunter of IBM Research.

The regulations set forth by the plan will surely challenge online advertisers, who rely on such data to implement their marketing strategies.

Read more at telegraph.co.uk