Usually, the Electronic Frontier Foundation is very critical of big corporations who intrude on people’s privacy, but their criticism was not very harsh. Why? Because Google has developed a web browser plug-in that permits users to opt-out of this scheme.

The plug-in is available for Internet Explorer and Firefox and modifications to browser preferences in Chrome and Safari also allow people to opt-out. Google also maintains an ‘Ad Preferences Manager‘ which allows this tracking cookie to be disabled until the next time cookies are wiped.

There are several reasons to disable these cookies. Firstly, you may not entrust Google with your details. Secondly, adverts based on past browsing may be displayed to other users of the computer… not perfect if, for example, you were buying a present for a family member and they are suddenly swarmed with advertisements about it!

Most tracking cookies can be disabled if you modify browser settings. In Firefox, for example, in Preferences>Privacy, you can refuse to ‘accept third party cookies’.