Mozilla has unveiled a new Firefox feature that will allow web users to stop behavioural advertising technology tracking their online habits.
Firefox Do Not Track will be installed in the browser's header, and will "tell" web sites not to log browsing information and to display only non-personalised adverts.
Alexander Fowler, global privacy and public policy leader at Mozilla, claimed in a blog post that the tool has clear advantages over other opt-out technologies.
"The header-based approach has the potential to be better for the web in the long run because it is a clearer and more universal opt-out mechanism than cookies or blacklists," he said.
"We believe it is crucial to put people in control of their personal web interactions and experiences. In particular, we're seeking ways to provide Firefox users with a deeper understanding of, and control over, the flow of personal information online."
However, Fowler acknowledged that implementing a tool of this nature requires co-operation from web sites and advertisers, and said that Mozilla is hoping to engage with the industry on this topic in the coming months.
"The challenge with adding Do Not Track is that it requires browsers and sites to implement it to be fully effective. We are taking the step of proposing that this feature be considered for upcoming releases of Firefox," he said.
"We are also working with the technical community to standardise the header across the industry. We ask that sites and advertisers join with us to recognise this new header, and honour people's privacy choices just as they are with o pt-outs for online behavioural advertising."
Behavioural advertising and web tracking tools have angered privacy groups in the past. BT was severely criticised over the use of Phorm for online tracking, and TalkTalk's Virus Alerts system came under fire as a form of web tracking.
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago