Seeking a way to avoid government regulation, a coalition of ad trade groups is collaborating on a series of voluntary measures designed to protect user privacy. The proposed guidelines from the 4A's, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau, would include an icon that would inform users that a site is tracking them. The icon also would provide data on the information being collected by the site and which marketers have access to it.

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