The Council of Better Business Bureaus plans to announce it will start enforcing its program to make online tracking more transparent and give consumers an easy way to opt out, The Wall Street Journal reports. In an effort to avoid government regulation, the council released self-regulatory principles in 2009 that require companies to "clearly explain how they track and use information about consumers' Web activities," the report states, including an icon that users can click on for information and to modify ad preferences. The council will employ 300,000 volunteers who will use software allowing them to view companies tracking their Web movements to be sure companies are complying. (Registration may be required to access this story.)
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