Jim Killock, who is an invited expert on the W3C panel for Do Not Track (DNT), welcomed Neelie Kroes' demands for DNT to be rich and meaningful.
"We have seen attempts by advertisers to stall, water down and even exclude ad tracking from the new standard.
"Do Not Track is a great idea, but could easily be meaningless. If it fails to protect our privacy, then advertising profiling companies are likely to come under renewed attack from legislators. The ad groups who are pushing to make DNT full of holes should realise they are damaging their own industry in the long run."