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Engage Submits New Specs for TrustLabels

In an attempt to win the favor of consumer privacy advocates, Internet marketer Engage Inc. announced Tuesday that it has submitted an enhanced specification of the "TrustLabels" standard to the Internet Engineering Task Force (IETF).

The company, which is lobbying aggressively for the implementation of TrustLabels as a free browser plug-in, believes the use of TrustLabels will allow the Internet marketers to continue to measure advertising, while simultaneously protecting consumers from privacy violations.

"This specification is a continued reflection of Engage's commitment to consumer privacy and the importance of a balance of self-regulation and innovative technology solutions," said Paul Schaut, president and chief executive officer of Engage.

"We are pleased to submit the TrustLabel specification to the IETF as it provides an open and unbiased forum to discuss this and other important technical and policy changes that will shape the consumer experience and competitive offerings from the Internet industry."

Engage says that TrustLabels use cookies in ways that benefit the consumer. According to Engage, TrustLabels allow cookies to limit the number of times any one advertisement is displayed and will give consumers the ability to accept or reject cookies based on the privacy policies of the Web sites they visit. Also, when consumers using TrustLabels encounter third party cookies that are not certified by trusted authorities or seal programs, they will receive an alert from their Web browser.