According to Thursday-released privacy principles by four advertising trade groups - the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association, and the Interactive Advertising Bureau -, Internet service providers (ISPs) should seek users’ permission for tracking their online behavior with the aim of doling out more targeted advertisements.

The requirement would entail that the online consumers are provided the requisite information about what the service providers are tracking, and what data they are collecting for the purposes of behavioral advertising; and, as such, have greater control over the data being collected.

The guidelines, which the group expects to have implemented by 2010, are largely aimed at avoiding an intercession by the Congress. 

The privacy principles suggested have resulted from the questioning by some US lawmakers and privacy groups as to whether self-regulatory approaches are sufficient for protecting consumers, in a situation where online advertising networks and broadband providers can easily follow the surfing pattern of the Web users.

About the move by the trade groups, Randall Rothenberg - President and CEO of Interactive Advertising Bureau – said: “Although consumers have registered few if any complaints about Internet privacy, surveys show they are concerned about their privacy. We are acting early and aggressively on their concerns, to reinforce their trust in this vital medium that contributes so significantly to the U.S. economy.”