Internet privacy tools are confusing, ineffective for most people

Internet users who want to protect their privacy by stopping advertisers and other companies from tracking their online behavior will have great difficulty doing so with commonly available "opt-out" tools, researchers report. User testing found that privacy options in popular browsers, as well as online tools or plug-ins for blocking access by certain websites or otherwise opting out of tracking, were hard for the typical user to understand or to configure successfully.

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