Online ad groups release new behavioral ad principles

be implemented, said Pablo Chavez, Google's managing policy counsel.

"I think the end result will be even more transparency and choice for Internet users about how their information is used," Chavez wrote on the Google Public Policy Blog. "One of the key strengths of the principles is the fact that they apply to a broad range of companies participating in online advertising -- advertisers, publishers, and ad networks. Of course, for any self-regulatory effort to be effective, there has to be some kind of enforcement process."