Ask.com has launched a new service, entitled AskEraser, which enables users to make their searches more private.According to a company statement, the tool will allow users to wipe their search history and will ensure that users' records will not be kept by the company in any form for any period of time.
It said: "Searchers will have easy access to AskEraser and can change their privacy preference at any time.
"Once selected, searchers' privacy settings will be clearly indicated on search results pages so they always know the privacy status of their searches."
The service is displayed conspicuously on Ask.com's main search page and people are able to turn AskEraser on or off with one click.
Jim Lanzone, Ask.com's chief executive officer, added that, although anonymous user data can be "very useful to enhance search products for all users", the company understands that there are people who are interested in new tools to help them protect their information.
The move follows recent attempts by rival Google to increase its reputation among privacy advocates by shortening the lifespan of its search preference cookies.
According to the New York Times, Ask.com is hoping the new offering will set it apart from rival search engine providers.
However, Larry Ponemon, chairman and founder of research firm the Ponemon Institute, stated: "My gut tells me that basically it is not going to be a competitive advantage.
"I think people will look at it and see it as a cool thing and they may use it. But I don't think it will be a market differentiator."
