Privacy is the unicorn of the Internet. While there have been reports of such a creature, there has never been a verified sighting. The current implementation of the “Do Not Track” standard serves an unscrupulous advertising industry, rather than the consumer’s right to privacy and, in spite of the implications for online industries, research shows that consumers do not want to be tracked without permission. This brief examines the current state of Do Not Track and the need for meaningful legislation to enhance privacy rights.