IBM is to pull up to 70 per cent of its Internet advertising in a bid to strengthen privacy standards.
The company said that only 30 per cent of the websites it advertises on meet this new criteria.
In a statement the company said it hopes to inspire a level of self regulation in the industry that will assure consumers that their privacy is protected and to help avoid restrictive legislation.
The Internet industry has been under pressure from the US government to come up with effective means of protecting online consumers, otherwise it would intervene with strict legislation.
Organisations such as the Online Privacy Alliance and Truste and BBBOnline have suggested awarding compliant sites with a seal of approval to allay consumer concerns.
The new policy will take effect on 1 June in the US and Canada and will be rolled our gradually in Asia and Latin America. It will not take effect in Europe until the European Commission?s Privacy Directive is finalised later this year.
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