Due to consumer concerns over privacy, the FTC is considering developing regulations that would better protect consumer privacy by limiting the amount of consumer information that businesses can gather online. Other countries are pursuing similar actions. The European Union passed a law requiring companies to get users’ consent before using cookies to track their information. In the United States, one proposed solution for consumer Internet privacy is a “do not track” bill, similar to the “do not call” bill for telephones, to allow users to opt of having their information tracked. While consumer may welcome such added protections, Web advertisers, who use consumer information to better target advertisement to online consumer, see it as a threat. In response to impending legislation, many Web advertisers are attempting self-regulation in order to stay ahead of the game. For instance, the Interactive Advertising Board is encouraging its members to adopt a do-not-track icon that user can click on to avoid having their online activity monitored. However, it is debatable whether members will choose tot participate or honor users’ do-not-track requests.