[mbrubeck]

Or if a large portion of the industry decides to voluntarily adopt the standard, to counter the threat of legislation.

A number of large ad networks have already announced support for DNT. Sure, there will always be sites that ignore the header, but there's also a realistic chance that it will give users a meaningful choice about how their behavioral data is used by many of the biggest sites they use most often.

[rbanffy]

If a large portion of the industry adopts it and that prevents legislation, the end users have an even more false sense of security.

[stingraycharles]

As the CTO of an adserving company, I can confirm that we consider (too) strict legislation a big threat, and as such are more than willing to adopt initiatives like the DNT header.

[ticks]

The good thing about legislation is you can go after those minority of bad guys. That's what happens when businesses call individuals who are on these privacy lists, they are reported to a regulator and the regulator investigates.