• by Joe Mandese  @mp_joemandese, January 13, 2009

In an effort to stem potential regulation that would curtail new, sophisticated forms of online user targeting, four of Madison Avenue's leading trade groups have formed a task force to develop new self-regulatory rules for online behavioral advertising. The coalition, which includes the Association of National Advertisers, the American Association of Advertising Agencies, the Interactive Advertising Bureau, and the Direct Marketing Association, is also being supported by the Council of Better Business Bureaus.

The initiative, announced this morning, is believed the first cross-industry self-regulatory initiative to develop industry guidelines for new forms of interactive advertising that tap consumer behavioral data, and to lobby government regulators and policymakers on the benefits to consumers.

In a statement, the group said it currently is discussing the areas for self-regulation set by the Federal Trade Commission's proposed self-regulatory principles issued in December 2007, including:

* Education and transparency
* Consumer notification and choice
* Data security
* Self-regulatory enforcement

Among other things, the coalition said it would try to address "concerns about the use of online consumer data for behavioral advertising purposes while preserving the innovative and robust advertising that supports the vast array of free online content."