The Web Analytics Association is supporting an online code of ethics in the midst of increasing scrutiny of the Internet data industry, The Wall Street Journal reports, to allow consumers to opt out of online tracking and offer clear privacy policies explaining data collection and usage. However, questions remain about how such a self-regulatory approach would be enforced, the report states. "We have to trust that this is a community of professionals and that putting your name and city--and behind the scenes your e-mail address--means you're actually committed to following through," said one of the Web analytics experts behind the effort, adding, "it's about the long-term health of our sector." (Registration may be required to access this story.)
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