New efforts for better Web privacy proposed by various trade groups.

Faced with renewed scrutiny, Internet advertisers are scrambling to come up with some self regulations in order to dwarf any mandatory federal rules. At the center of the whole debate is how much information and therefore control, to give Web users.The common complaint is that too much information is being collected from Internet users with0ut their knowledge. In an unprecedented move, advertising , media and Internet trade groups have joined together in looking for new measures that would give users more control over their data. Among the measures considered, "is an icon that would would appear either on Web pages or ads alerting consumers if their activity is being tracked. Clicking the icon would reveal information on the activities that a site collects about visitors, along with a list of companies that use this data" according to the Wall Street Journal.
These different trade groups are also looking to finalize propositions related to data security and retention, including how long companies can store information about users, still according to the Wall Street Journal.

For more, see WSJ.com