U.S. Federal Trade Commission (FTC) suggested that Internet companies to adopt new rules regarding the collection of information about the online activities of Internet users, according to eWeek. com. Companies such as Google, Yahoo and MSN, monitor and maintain information about user search queries, web pages they visit, and the content they are browsing. The data collected are used by firms to demonstrate to users targeted ads - ads that match their interests.
FTC notes that with the advent of behavioral advertising become more complex issues of preserving the privacy of users. That is why the FTC finds that the sites that collect data should be more clearly notify users and give consumers the right to allow or not allow the tracking of their online activity.
Sites that collect personal information, FTC recommends that focus only on the information necessary for behavioral advertising, and only with prior consent of the user. In addition, the company should receive the same user agreement before using the data for purposes other than previously declared.
Currently FTC is seeking more information on how, why (other than behavioral advertising ) can be used on-line information about user activity.
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