A number of major advertisers have issued a new call for the US government not to regulate the collection of data for ad-targeting purposes by search engines, websites, advertisers and ad networks.
The companies, which include Google, Yahoo!, AOL and Microsoft, have joined up with ad agencies and marketing associations to draft their own set of rules, in the hope that it will help head off potential regulation in Congress.
The self-regulatory principles require websites to provide prominent disclosure of who is collecting information and provide consumers with information if there are any changes made to a site's privacy policy.
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