High Quality Content by WIKIPEDIA articles! High Quality Content by WIKIPEDIA articles! Since the mid-1990s, the Federal Trade Commission (FTC) has adopted a largely self-regulatory approach in its oversight of the behavioral advertising industry, focused on ensuring consumers receive notice of advertising practices. Generally speaking, behavioral advertising refers to the tracking of users’ online activities over time and across web sites in order to deliver advertising tailored to those activities. In that context, a “notice and choice” model might involve a web site posting a privacy policy describing its advertising services, which would provide a consumer choosing to visit a site or use a service notice of the policies and level of privacy offered.[1] More recently, amidst the use of increasingly sophisticated software and expansive data collection techniques by the advertising industry and growing public concern about the privacy implications of behavioral advertising tactics, the Commission has signaled an intent to revisit its traditional notice-based framework.

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