US - Online ad groups release new behavioral ad principles

Online consumers should get more information about what information is being tracked and collected for the purposes of behavioral advertising, and they should have more control over what data is being collected, according to new privacy principles released by four advertising trade groups. Online advertising networks should also "maintain appropriate physical, electronic, and administrative safeguards" to protect data collected, and they should retain the data "only as long as necessary to fulfill a legitimate business need, or as required by law," the principles said. see also Self-regulatory principles for behavioral advertising (Google Polciy Blog) by Pablo Chavez. Of course, for any self-regulatory effort to be effective, there has to be some kind of enforcement process.

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