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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Environment Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters EU threatens action to defend Web users' privacy Mon Mar 30, 2009 1:58pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] BRUSSELS (Reuters) - Some Internet companies are abusing consumers' personal data and this cannot be allowed to continue, a top European Union official will warn the industry on Tuesday. Consumer Affairs Commissioner Meglena Kuneva, in a speech whose text was obtained by Reuters in advance, will threaten EU intervention to set tougher rules on how Internet users' personal data is collected, analyzed and shared by search engines and service providers. "The current situation with regard to privacy, profiling and targeting is not satisfactory. Basic consumer rights in terms of transparency, control and risk are being violated and this cannot continue," she will say in the speech. Internet search giants and service providers have come under pressure from European data protection officials to do more to protect the privacy of Internet users. Google, Yahoo, Microsoft and others have announced measures to protect users' data, cut the time they store personal data gathered from surfing habits and allow users to opt out of being targeted with Internet ads. Internet advertising has grown rapidly in recent years, and brands hope to develop it further by providing consumers with more relevant advertisements based on their browsing habits. Bill Echikson, a spokesman for Google, which recently launched an interest-based advertising service, said the search giant was taking action to protect users' data and allow them to opt out of targeted ads. However, Kuneva will say such measures are not enough. "The current opt-out systems are partial, sometimes nowhere to be found, they are difficult or cumbersome and most of all, they are unstable," she will say, adding that "avoiding tracking is currently technically difficult, if not impossible." Kuneva warns that if the industry fails to offer adequate responses on data collection and profiling, the European Commission will not hesitate to intervene. "We must establish the principles of transparency, clear language, opt-in or opt-out options that are meaningful and easy to use," she will say. (Reporting by Bate Felix, editing by Mark Trevelyan) © Thomson Reuters 2009 All rights reserved Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Fujitsu commits to servers despite potential Sun deal also on reuters Pepsi tests "green" vending machines Skype announces service for iPhone, BlackBerry Send Questions: Ask the World Bank President More Technology News Google launches free, legal music downloads in China Skype to launch service for iPhone, BlackBerry Online crime surging in recession, U.S. report says Microsoft and TomTom settle patent fight Netflix to raise Blu-ray subscription price 20 percent More Technology News... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. 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