Digital rights advocates are asking the Federal Trade Commission (FTC) to draft recommendations for the use of online tracking technologies in its revised advertising guidelines. Chris Hoofnagle of the University of California at Berkeley Law School said, "The revised business guide should make clear that businesses should honor consumers' expressed privacy preferences and that businesses should not use technical means of any kind to circumvent or otherwise make ineffective consumers' actions to protect their privacy." The Center for Democracy & Technology has also asked that behavioral targeting companies allow consumers to opt out of online tracking. The Interactive Advertising Bureau, meanwhile, said that self-regulation "continues to be the appropriate approach for addressing concerns with online advertising," MediaPost News reports.
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