The Federal Trade Commission released its final report on Monday on how to protect consumer privacy online.
The FTC's draft report released in December did not call on Congress to pass privacy legislation but it did come out in support of a system that would give consumers a choice on whether they want to be tracked online.
Some observers have said they don't expect to see any major changes in the final report, but industry will be watching to see whether the FTC embraces a self-regulatory model or calls for more legislation.
In comments filed with the FTC on its draft privacy report, groups representing advertisers and marketers argued that a self-regulatory approach allows for more flexibility to adapt to changing technologies while still enabling online advertising that helps pay for much of the free content on the Internet.
The White House, meanwhile, unveiled privacy proposals of its own in February. The White House privacy "bill of rights" envisions both legislation and voluntary measures.