Later this month, a coalition will unveil a behavioural advertising privacy icon aimed at letting Internet users know they're being tracked and allowing them to opt out of the practice. The initiative was spearheaded by IAB Europe and its network of partners alongside industry groups in order to fulfill a 2009 amendment to the European Privacy Directive requiring consent before placing cookies on users' machines, reports ClickZ. Colin O'Malley of Evidon says the EU icon will use the same platform as the U.S. icon, but the implementation may differ. The article also notes that the opt-out will only work on Web pages of those companies that support the initiative, causing the coalition to highlight the need for "effective enforcement" of the program.
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