The Washington Post reports on increasing government pressure for industry to agree on an online tracking opt-out mechanism or face regulation. The challenge will be in achieving industry consensus on what that mechanism will look like and designing technology that consumers understand and want to use, experts say, all while allowing the tracking that is critical for the Internet to function and remain cost-free. Currently, industry has reached little agreement, while some browsers have implemented their own versions of "do not track." Jules Polonetsky, CIPP, of the Future of Privacy Forum says websites and advertisers should agree on how to respond before their obligations are defined for them by browsers or government. (Registration may be required to access this story.) 
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