In light of concerns from the Federal Trade Commission (FTC) and recent calls on Capitol Hill for broad-based privacy legislation, several online industry leaders are taking steps to encourage self-regulatory practices. ClickZ reports on the switch by Google and Yahoo to the Digital Advertising Alliance's self-regulatory behavioral advertising icon and on TRUSTe's efforts "to help consumers prevent online tracking by bad actors." Google and Yahoo are linking their icons to tools that allow users to change their preferences and opt out of receiving targeted ads, the report states, noting, however, that self-regulation is complex, and it will remain to be seen whether the efforts will "assuage concerns" of legislators and the FTC.
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