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Sen. Jay Rockefeller (D-WV) yesterday introduced the Do Not Track Online Act, which tasks the FTC with crafting rules and setting standards for a universal do-not-track mechanism. MediaPost News reports that the bill aims to require ad networks to comply with browser-based do-not-track mechanisms that allow users to opt out of behavioral targeting. Consumer groups including the Center for Digital Democracy, Consumers Union and Electronic Frontier Foundation support Rockefeller's bill. However, Stuart Ingis, counsel to the Digital Advertising Alliance, says the industry self-regulatory program is gaining traction, and this bill could "send the wrong signal to the public--which is that there's something inherently wrong with these practices."
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