Global companies and advertising groups are responding enthusiastically to the voluntary business code for advertising on the Internet developed by the Paris-based International Chamber of Commerce (ICC). "Our guidelines provide solid self-regulatory rules for ethical advertising and will increase the trust of governments and consumers," says ICC Secretary General Maria Livanos Cattaui. Leading companies backing the ICC initiative include Dun & Bradstreet, Eastman Chemical Co., Leo Burnett, Nestlé UK, Reader's Digest, and Shell International. ICC urges advertisers and marketers to disclose why they collect personal information on users. It calls on them to confine the use of this data to their stated purpose. Users also must be able to refuse transfer of their personal information to other advertisers and marketers under the guidelines.