Google is resisting efforts to add the so-called 'Do Not Track' functionality into the firm's web browser Chrome.
Last week the Wall Street Journal reported that Apple was looking to incorporate a 'Do Not Track' feature, making the iPhone-maker the latest in a line of web browser developers to add the feature which stops web sites from being able to track the movement of individuals via persistent browser 'cookies'.
The new Internet Explorer 9 and Firefox 4 both include do-not-track features although the feature in any event requires support from advertising networks to honor the do-no-track requests. IE9 offers a black list feature which doesn't require the compliance of websites and advertising networks.
Google told Wired.com in an email that the firm was "interesting" but added that there wasn't consensus on what 'Do Not Track' meant.
"We’re encouraged that standards bodies are working on these issues, and we will continue to be involved closely," Google said in the email.