Web Privacy Efforts Targeted

The threat of new regulations involving Internet privacy is prompting Web advertisers to give consumers more control over how their private information is collected and used online. In coming weeks, a group of advertising, media and Internet trade groups plan to announce new guidelines for Web sites that they say could better protect consumers' privacy online. Among the measures is an icon that would appear either on Web pages or ads alerting consumers if their activity is being tracked. Clicking the icon would reveal information on the activities that a site collects about visitors, along with a list of companies that use this data, said an official at an ad trade group.

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