A new survey published by TRUSTe shows that Americans view their privacy on the internet as a primary concern. Over 90% of the people that responded to the survey commented that privacy was at least somewhat of a concern to them.

One form of web advertising called behavioral targeting, which produces advertisements based on a web browser’s activity, was a cause for concern among those who participated in the survey. Less than 30% of respondents said that they did not mind this form of web advertisement. When asked if people could be taken advantage of if they were not careful, 75% said yes.

As behavioral targeting grows in popularity, the controversy that surrounds it continues to grow as well. Several groups are concerned about regulation in the industry and they are working hard to establish standards on their own before the government is forced to intervene. Even with the extra effort, not all government officials are convinced that self-regulation is the answer.

Jon Leibowitz, who is a commissioner with the Federal Trade Commission, said of the developing situation that “Put simply, this could be the last clear chance to show that self-regulation can — and will — effectively protect consumers’ privacy.” If self-regulation fails, Leibowitz added that “it will certainly invite legislation by Congress and a more regulatory approach by our commission.”

Some companies like Google and Yahoo have already begun to refine their web advertising practices. This includes giving web browsers the ability to see what type of data they are collecting as well as better explaining what happens to that data.

[via NY Times]