US Web users should soon have more control over their personal data, following an agreement between the Network Advertising Initiative and the Federal Trade Commission. From now on, they will be informed about advertisers’ efforts to profile them and given the choice of participating in this process or opting out. Advertisers have agreed not to use information previously collected without consumers’ consent. The Network Advertising Initiative represents about 90 per cent of the US Internet advertising industry, including companies such as DoubleClick, Engage and 24/7 Media. It said it would implement the agreement with immediate effect.