WASHINGTON, DC: A US government body has recommended the adoption of tighter digital privacy rules which could significantly impact online advertisers and publishers.

The Commerce Department's Internet Policy Task Force called for changes to the way consumers' personal information is used online.

More specifically, a new "Privacy Bill of Rights" could influence the way marketers collect the data used to serve dynamic display and search ads to consumers.

These processes - often facilitated through software such as tracking cookies - have caused concern among civil liberties groups over recent years.

The report suggested a new Privacy Policy Office be created to assist with the development of future rules.

It also said tech firms should work together to create new voluntary codes of conduct.

Gary Locke, of the Internet Policy Task Force, added: "Today's report is a road map for considering a new framework that is good for consumers and businesses.

"Self-regulation without stronger enforcement is not enough. Consumers must trust the Internet in order for businesses to succeed online."

Speaking to the New York Times, Mike Zaneis, senior vice president and general counsel at trade body the Interactive Advertising Bureau, welcomed the report.

"It gives us an opportunity as an industry to prove that we can continue to move the ball forward on consumer privacy," he said.

Data sourced from AdWeek/New York Times; additional content by Warc staff