The advertising trade groups the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association, and the Interactive Advertising Bureau along with the Council of Better Business Bureau have announced that they plan to develop self-regulatory guidelines for behavioral targeting ads. The groups will focus on the areas of education and transparency, consumer notification and choice, data security, and self-regulatory enforcement; which were the areas that the Federal Trade Commission proposed be the focus of self-regulatory efforts in a December 2007 guideline. The groups also plan “to engage with policymakers, a broad cross section of business, consumers, and other important stakeholders” on the issues. Adweek reports that the timing of the groups announcement was likely an attempt to get out in front of privacy issues related to behavioral targeting before the Obama administration and new Congress have a chance weight in on the issue.