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FTC proposes online ad principles

WASHINGTON
Thu Dec 20, 2007 12:06pm EST

WASHINGTON (Reuters) - The Federal Trade Commission on Thursday proposed a set of behavioral marketing principles for online advertising at the same time it approved Google Inc's acquisition of rival advertiser DoubleClick.

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The set of principles are intended "to guide the development of self-regulation in this evolving area," the FTC said in a statement. The agency asked for public comment on its proposal.

Behavioral advertising involves tracking a consumer's activities online, including Web searches and sites visited, to target advertisements to the individual consumer's interests.

(Reporting by Julie Vorman; Editing by Derek Caney)
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