Microsoft on Friday responded to the Federal Trade Commission's request for comments about Internet privacy and self-regulation among advertising companies, saying that Web firms should adopt a
five-tiered system of standards for protecting consumer privacy.
The software giant said that companies that serve targeted ads based on consumers' page view history should inform users
and then retain that data only for as long as it's needed to fill a legitimate business need; they should also let consumers opt out of having their information collected and compiled into a user
profile; those advertisers wishing to use personally identifiable information should obtain consent before targeting advertising based on sensitive information like medical conditions, religious
beliefs or sexual orientation.
"Online advertising should put consumers in the driver's seat, not only with the information they want to see, but also with the tools to protect their
privacy," said Microsoft general counsel Brad Smith, in a statement.
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