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AdAge.com quoted Venable partner Stu Ingis in an article discussing recent self-regulation efforts by the online advertising industry.

Earlier this month, the Digital Advertising Alliance, whom Ingis represents, unveiled a broad online behavioral advertising program designed to give web visitors more control over the ads they receive online. The program's centerpiece will be an icon that, when clicked, will tell web visitors why they are receiving a particular ad and will allow them to "opt out" of such targeted advertising in the future.

Responding to concerns that past efforts to give consumers more control over their online experience have failed due to ineffective notification, Ingis said "That's the whole reason we have an icon. It will take some time to educate consumers as to what the icon means, but we believe this fully responds to concerns of being clear."