On March 4, 2009, the UK’s Internet Advertising Bureau (IAB) launched a self-regulatory set of guidelines for online behavioral companies (Good Practice Principles for Online Behavioural Advertising). The guidelines are aimed at companies that collect and use personal data for behavioral targeting and include three core principles: (1) notice/transparency, (2) user choice, and (3) education. They also consider where special care is needed for certain categories of data, such as personally identifiable information or sensitive data. The guidelines are available here.