Leading DM Trade Groups Introduce Privacy Principles for Collection and Use of Behavioral Data

The Consumer Control Principle provides consumers with an expanded ability to choose whether data is collected and used for online behavioral advertising purposes. This choice will be available through a link from the notice provided on the Web page where data is collected.

The Consumer Control Principle requires "service providers", a term that includes Internet access service providers and providers of desktop applications software such as Web browser "tool bars" to obtain the consent of users before engaging in online behavioral advertising, and take steps to de-identify the data used for such purposes.