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"On the same day they cleared Google Inc.’s purchase of online advertiser DoubleClick, federal regulators said industry needs to be more transparent about how consumers’ Web-surfing habits are tracked.

The Federal Trade Commission on Thursday proposed guidelines by which advertisers would voluntarily fess up to Web surfers about whether their online behaviors are monitored and used to personalize ads. Privacy experts said the guidelines could be helpful, but only if industry enforces them.

Consumers are largely in the dark about companies tracking them through these ads, the agency said, adding that companies should give people a realistic choice in whether they want to be tracked or not." FTC issues online ad privacy guidelines - Security- msnbc.com

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