The Federal Trade Commission is getting an earful about Net privacy. The opinions on the FTC’s proposed self-regulatory principles to govern online advertising vary widely, with Microsoft taking bold steps to propose an approach it deems “comprehensive.”

On Friday, Microsoft proposed a five-tiered system to protect consumers’ privacy. Its recommendations shout for standards in five key circumstances: when site visitors’ input is collected for online advertising, when ads are delivered on unrelated sites, when sites engage in behavioral advertising, when personally identifiable knowledge is used, and when sensitive personal documents is used.

“We welcome the opportunity to work with the FTC to ensure that online consumers benefit from meaningful privacy protections,” said Brad Smith, senior vice president and general counsel for Microsoft. “Online advertising should put consumers in the driver’s seat, not only with the data they want to see, but additionally with the tools to protect their privacy.”

Greater Risk, Greater Protection

The foundation of Microsoft’s approach

is the notion that the greater the potential risk to privacy, the greater the protection. For example, the most stringent tier requires that online advertisers receive affirmative express consent from consumers before they may use sensitive personally identifiable knowledge — such as personal health goods — for advertising objectives.

The recommendations reflect Microsoft’s Privacy Principles for Live Search and Online Ad Targeting, standards the company adopted in 2007 to promote greater transparency and give consumers increased control by privacy.

“Even as consumers value the benefits of online advertising, they may not fully appreciate the role notes collection plays in the delivery of online advertising,” Smith said. “Microsoft’s proposed guidelines will help consumers receive relevant and helpful data while helping ensure their privacy is respected.”

Bucking the System

While Microsoft is busy pushing its standards, others are speaking out against the FTC’s recommendations. Specifically, the Newspaper organization of America…

Orginal post by Top Tech News