U.S. regulators rejected an attempt on Friday to compel Google, Facebook and other popular web sites to honour “don’t Track” requests from users, in a reverse for digital privacy advocates.

The choice ensured a triumph for Silicon Valley companies that rely on monetizing reams of private data.

The FCC said it “has been unequivocal in declaring it does not have any intention to control advantage suppliers,” or firms that offer content and services on the internet.

Digital privacy advocates contend consumers ought to be enabled to submit “don’t Track” requests to tell a web site not to gather info regarding their on-line browsing habits.

Some sites do honour “don’t Track” requests, but doing so is mostly voluntary.

The June request sought to capitalise on the FCC’s recent internet neutrality protections that let the regulator for breaking specific privacy protections to penalize Internet service providers.

The U.S. Federal Trade Commission, the government’s top consumer protection body, has recommended a universal don’t Track mechanism since 2010.

However, the World Wide Web Consortium, an international standards organisation, has fought to create a framework for such rules.

Court said that his group would continue to seek, and it may file for reconsideration before the FCC don’t Track laws in Congress.