There is an increasing move towards transparency on the internet, with more understanding of how things work from businesses and consumers.
That is the view of the Internet Advertising Bureau (IAB), which has observed that privacy is becoming an increasingly central issue for firms regarding the web.
Nick Stringer, head of regulatory affairs for the IAB, said that "the internet is slightly different" to other media forms, so separate rules and regulations to encourage more transparency and protect privacy are needed.
"Privacy is at the heart of the future of the internet, it is at the head of the debate. It is so important. There are UK laws in place to protect people's personal information," he stated.
"But these good practice principles complement that by creating new rules for the companies that collect and use anonymous data."
A new website called www.youronlinechoices.co.uk has been launched that includes information about online behavioural advertising and principles.
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