Trade groups release privacy principles for advertisers

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New York—In the latest effort to ward off federal regulation of behaviorally targeted advertising, a group of the nation’s largest media and marketing trade associations has issued self-regulatory principles it says are sufficient to protect consumer privacy.

The principles call for marketers that use ad-supported interactive media to clearly inform Internet viewers about data-collection practices and enable them to exercise control over their information.

The principles were released by the American Association of Advertising Agencies, Association of National Advertisers, Direct Marketing Association, Interactive Advertising Bureau and Council of Better Business Bureaus.

The self-regulatory program, expected to be implemented at the beginning of 2010, includes such principles as providing clear disclosure and notice to consumers about data collection associated with online ads; an expanded ability of Internet viewers to permit or block collection of their personal data by both advertisers and Internet service providers; limits on the amount of time that personal data can be held; and special provisions for data collected from children.

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