DMA Offers P3P Guidelines

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The Direct Marketing Association yesterday released guidelines for Web marketers regarding the Platform for Privacy Preferences, known as P3P.


P3P is a technology that lets Web surfers match their privacy preferences against the information-gathering practices of the sites they visit without having to read the sites' privacy policies.


P3P is built into Microsoft's new Internet Explorer 6.0 browser.


According to the DMA guidelines, P3P can affect a Web site's ability to set cookies for personalization, customization, registration, tracking and processing transactions.


The guidelines also advise Web marketers on what steps they can take to avoid having their cookies blocked or restricted by P3P.


The guidelines can be found at http://www.the-dma.org/library/whitepapers/p3p.pdf.


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