You could soon see an icon being displayed every time behavioural advertising is used.
The UK's online advertising trade body says it will help produce the icon to help alert users to the fact that their browsing history has been used to profile them.
The Interactive Advertising Bureau says it will create the icon as web users are rarely aware that they are being tracked-with more than 8 in 10 people saying they object to it.
Behavioural advertising uses cookies to track web users from site to site. People's browsing history is then used to display adverts which companies think will be appealing to them.
This follows an investigation launched by the Office of Fair Trading last October, into whether or not using behavioural advertising breaches consumer protection laws.
