The Federal Trade Commission (FTC) has just issued revised guidelines for behavioral advertising, but everyone is sure this isn’t the last move regarding this matter. The FTC released new rules on Thursday to guide the collection, storage and sharing of information on Internet users. The rules will now include ISPs and mobile service providers.

The FTC has urged companies to separate notifications and opt-out opportunities from overall privacy policies, making them easier for users to spot. Furthermore, the commission has also advised companies to gain consent before accessing particularly sensitive information about health, children and Social Security numbers.

Companies must also protect consumers’ data with adequate security measures. Finally, they must inform consumers of any changes to data collection practices. Many companies support these guidelines. For example, Google supports self-regulation and the new behavioral advertising guidelines, as the company expressed agreement with FTC commissioners, who said private industry should increase protection of user privacy.

However, The World Privacy Forum wants the FTC to provide clearer definitions of sensitive information and stronger regulations, rather than relying on private companies to come to a consensus and regulate themselves. That’s why it’s highly probable the FTC would revise the guidelines again. Several members of Congress will most likely introduce legislation that will allow the federal government to regulate behavioral advertising and consumer data collection.

Basically, the FTC wants Web sites to make their data collection procedures easier to understand. Changes require a more flexible approach, and that depending on the circumstances, as some form of prominent notice and opt-out choice may be enough. It remains to be seen what will happen with these guidelines.