In order to ward off federal regulation, major companies that track consumer conduct online for advertising purposes are vowing to make their practices more transparent through self regulation principles.

The new guidelines recommend that advertisers will not be able collect any information about any one for online behavioral advertising purposes, with out one’s permission.

Companies will have to tell consumers clearly when they're being tracked, educate them on how Web tracking works and provide them an easy way to opt out.

Sensitive information about all computer users would face a higher standard.

No information for the purpose of online behavioral advertising would be collected about children under the age of 13 or from sites used by children under the age of 13.

Enforcement would be done by the Better Business Bureau and Direct Marketing Association.

These guidelines are coming from trade associations that represent 5,000 companies. In the development of self-regulatory principles, major roles were played by four prominent advertising companies, viz. the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau.

Industry groups will watch whether companies are obeying the guidelines.