Avoid the third rail

The Federal Trade Commission ruled Thursday that online advertisers do not sufficiently meet expectations to self-regulate their activities with regard to respecting internet users' privacy.

Commissioner Jon Leibowitz rebuked internet advertisers for neglecting to tell users when their information is gathered, along with options to opt out, and a commitment to protect any data collected.

The lashing included mention that his 12-year-old daughter and her friends are oft exposed to ads that say things like "touch me harder," reports Reuters.

The anecdote did not move everyone. President Randall Rothenberg of the Interactive Advertising Bureau cautioned, "The government must be prudent," observing too much regulation may stifle an otherwise dynamic medium.

Indulging the mood of the meeting, founder David Morgan of AOL-owned Tacoda listed a set of topics and data sets the company will not touch, even if user information is anonymous.

"The guidance that we've gotten is that cancer, HIV, medical conditions, we just stay away from," he said. Information about children — dubbed the "third rail" of advertising — and sexual preferences are also left unpicked by the company.

"We don't touch search data," Morgan added. "You have to filter every bit of it to make sure it's not personal."

Last Wednesday, AOL announced it would host a "Do Not Track" service of sorts on its site by year's end.

The opt-out function will also present consumers with an opportunity to share information about themselves in order to receive more relevant, targeted pitches.