Search engine Ask has launched a feature that it hopes will prove a selling point for consumers concerned about their online privacy.
AskEraser allows users to immediately delete search queries stored on Ask's servers, in contrast to rivals such as Google which stores data for 18 months.
How personal data is used is becoming more of an issue as people live more of their lives via search engines.
Some are concerned about possible deals between search engines and ad firms.
In America consumer advocacy groups have expressed doubts about a proposed merger between Google and ad-serving company DoubleClick , which is currently being reviewed by US regulators.
Jumping on the privacy bandwagon, Ask is offering users the chance to take charge of what happens with their search history.
An AskEraser link will feature prominently on the Ask.com homepage and, when enabled by the user, will delete all future search queries and associated cookie information from its servers.
The information it destroys includes IP address, user ID and session ID along with the complete text of a query.
"For people who worry about their online privacy, AskEraser now gives them control of their search information," said Jim Lanzone, chief executive of Ask.com, who hopes the tool will lure users concerned about privacy.
Source: BBC
