Attention: a banner ad can not jump off the screen and hurt you! For some reason, web surfers are frightened of behavioral targetting and re-targetting in online display ads. Before big brother does it for them, the online ad industry has developed a self-regulatory mechanism, complete with opt-out.

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Ads will be identified with the above icon. Businesses that want to incorporate the icon can visit this website or the Better Advertising Project, a for-profit competitor.