An online privacy measure introduced this week by Rep. Bobby Rush, D-Ill., is more in line with industry calls for self-regulation of behavioral ads than a previously introduced version from Rep. Rick Boucher, D-Va., according to Mike Zaneis, the IAB's vice president of public policy. The legislation also allows for consumer lawsuits of companies that don't participate in an industrywide opt-out mechanism for targeting, and includes FTC rule-making authority. Zaneis was not supportive of the lawsuit aspect of the measure, saying, "The private right of action is problematic. The penalties are exorbitant."

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