Shortly after the Federal Trade Commission issued a report on self regulatory guidelines for the online advertising industry, Google made an announcement about more relevant ads that would create value for everyone.

Google is actually planning on using additional information about the sites people are visiting in order to take online advertising on another level. However, this has also raised privacy discussions, as expected.

Some said Google’s behavioral advertising may be controversial, but it’s not so bad in the sense that users have a choice. To be more exact, they can opt-out of the service. On the other hand, some privacy advocates say users should not be forced to opt-out, but should rather be given the chance to opt-in for the service.

The Center for Democratic Media, who slammed the Federal Trade Commission for its report saying the commission had embraced a narrow intellectual framework as it examined online marketing and data collection, also spoke about Google’s initiative.

Jeff Chester, its executive director, said Google is trying to fool users and policymakers by claiming behavioral advertising is interest-based advertising.

“Google is further endorsing a global culture with data collection, profiling and targeting at its core. No matter how Google attempts to frame it as “better for your ads,” digital advertising is designed to influence our behaviors in non-transparent ways,” Chester said.

He also added that giving users access to their profile is actually a smoke screen so Google can broaden its data collection and targeting, and become more dominant in the global ad business.