Council to Enforce Online Tracking Principles

Time is up for the Internet and advertising industries to come into compliance with self-regulatory principles governing the fast-growing business of collecting, selling and using online tracking information about consumers, the Council of Better Business Bureaus says.

The Council of Better Business Bureaus, a non-profit organization that seeks to uphold fair and honest business standards, plans to announce that it is starting to enforce its program to make online tracking more transparent and give consumers an easy way to opt out of the practice.

“We want people to be in compliance now,” says Lee Peeler, Chief Executive of the Better Business Bureaus’s National Advertising Review Council and executive vice president of its National Advertising Self-Regulation group. “It is really important to have someone checking and objectively reporting on whether the companies are actually following those principles.”

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