As sure as it seemed earlier in 2012 that a conspicuous way for consumers to indicate a preference to NOT be tracked while on the internet was imminent, that is how uncertain it now is in late 2012.

The Commerce committee of the House of Representatives behind Chairman Jay Rockefeller –D, was the driving force behind the proposed changes.  Strong elements of the advertising community have fought the bill for two years, and their work appears to be paying off.

The momentum for a bill that was so powerful earlier in the year has waned.  In fact, depending upon who you talk to, some say the effort is completely stalled.

According to the Washington Post, “the idea for a Do Not Track system was inspired by the popular “do not call” lists that have curtailed telemarketing calls, but there have been sharp disagreements about how to build a system that limits tracking without undermining advertising revenue.

The industry (Digital Advertising Alliance) has created the website, where consumers can “opt out of web tracking.  According to them 20 million people have visited the site and one million have decided to opt out.

There’s no word from the White House whether “Do Not Track” will be part of broader internet security efforts on their part.