New Wi-Fi DNT feature for smartphone users, by AVG

SAN FRANCISCO, USA: AVG Technologies N.V. announced the release of a new Wi-Fi Do Not Track (DNT) feature available in its flagship AVG PrivacyFixTM for AndroidTM application. The feature is aimed at giving consumers the choice to block tracking of their location enabled by Wi-Fi networks in retail stores and other public venues.

By using AVG PrivacyFix to choose the adjustments they wish to make their smartphone settings, shoppers can now trust that their retail experience will be more private than ever before.

The new Wi-Fi DNT feature within AVG PrivacyFix for Android enables users to have the Wi-Fi on their smartphones automatically suspended when they are out and about, only reconnecting in the vicinity of pre-set trusted Wi-Fi locations.

This prevents the device from transmitting a unique code (MAC address) which retailers and marketers have begun using to track the movement of shoppers based on physical location. Retailers are using this information to count visitors, optimize store layouts or measure the effectiveness of mobile advertising.

Jim Brock, VP privacy products, AVG Technologies, said: "The commercialization of Wi-Fi tracking of shoppers appears to be on the rise with companies offering such services to retailers. Yet often these services lack any opt-out mechanism for consumers and fail to provide assurance of basic encryption protection of your device identifier. AVG PrivacyFix offers individuals the choice and control over their privacy that the industry has yet to provide."

AVG PrivacyFix featuring the new Wi-Fi DNT feature has been developed as an additional element to the existing AVG PrivacyFix application, which allows people to manage their privacy settings across popular online sites, such as Facebook and Google+ and is available now to download for Android smartphones.