The IAB is developing an ad privacy code of conduct for members based on voluntary rules adopted last summer by a coalition of industry players. The IAB will work with the Better Business Bureau to monitor members' compliance with the guidelines. Violators could face FTC action against them. "The key is that we know for the principles to be successful, it has to be a partnership with the Federal Trade Commission," said Mike Zaneis, IAB's vice president of public policy, "It's not necessarily out of the ordinary. ... It's a major commitment."