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Advertisers To Launch Self-Regulatory System

BEHAVIORAL TARGETING—U.S.

June 24, 2010

Stricter self-regulation for companies that track users' Internet habits for ad targeting is set to be launched in the months ahead, The Wall Street Journal reports. The system is aimed at protecting online privacy while warding off federal regulations, the report states. Legislators are preparing measures to regulate the industry, and the Federal Trade Commission has cautioned it will support such a move if online businesses do not improve self-regulation. The new system would focus on "trying to make the interactive advertising supply chain much more visible, more transparent to consumers, so that they have a much better ability to understand what is going on and act on it," said Randall Rothenberg of the Interactive Advertising Bureau. (Registration may be required to access this story.)
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