February 12, 2009 19:23 ET

TRUSTe Praises FTC for Work on Behavioral Marketing; Agrees That Strong Industry Self-Regulation Is Needed

SAN FRANCISCO, CA--(Marketwire - February 12, 2009) - The Federal Trade Commission issued its highly anticipated staff report on Self-Regulatory Principles for Online Behavioral Advertising today, a report that represents important guidance to the online advertising industry at a critical time.

"TRUSTe congratulates the Commission for issuing these principles, which will be essential for thousands of companies as they attempt to create business models for Internet advertising that are relevant," said Fran Maier, CEO of TRUSTe. "We thank the FTC staff for recognizing the work that has been conducted by TRUSTe to provide guidance to companies in understanding the elements involved with behavioral advertising, and we are excited to continue to work together to effectively address online trust issues for the business community."

In accordance with the FTC report, TRUSTe encourages businesses operating online to step forward and assert leadership roles in defining self-regulatory standards around behavioral advertising data practices. Businesses should mold their own company standards to ensure that they promote transparency, meet consumer expectations for fairness and assist consumers in making informed choices when deciding whether to share information.

TRUSTe, a privacy seal organization, issued "Online Behavioral Advertising Checklist of Practices that Impact Consumer Trust" on February 5, a white paper reviewing the current online behavioral advertising environment. The white paper provides a checklist to assist advertisers and publishers who wish to ensure they are engaging in behavioral advertising in a manner that provides transparency and consumer control. The white paper can be found at

About TRUSTe

TRUSTe helps millions of consumers identify trustworthy online organizations through its Web Privacy Seal, Email Privacy Seal and Trusted Download Programs. TRUSTe ensures online privacy and protects confidential user information on more than 2,400 Web sites and many of the most highly trafficked, including Yahoo, AOL, Microsoft, Disney, eBay, Intuit, and Facebook. Independent research shows that when a TRUSTe web seal is present, visitors and customers are more likely to share personal information, register at higher rates and spend more money. To learn more about internet privacy visit

Contact Information

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