The search engine giant Google has committed to maintaining user privacy in its internet marketing dealings.

Online marketing implications for privacy, particularly activities involving Google, came under fire at a US Senate commerce committee hearing earlier this week.

Commenting on behavioural targeting through online marketing, Jane Horvath, senior privacy counsel at the internet giant, assured the committee that it would continue to be transparent about its data sharing.

She urged that all internet marketing distinguish "between personally identifiable information (PII) and non-PII".

Microsoft meanwhile, underlined its support for self-regulation, outlined by the Federal Trade Commission.

However, highlighting the importance of the industry as a whole, Microsoft general counsel Mike Hintze said that "online advertising is the engine that drives the internet economy".

Google's most recent claim to breach of privacy concerned its new Google Street View application rather than advertising.

The new application allows users to get a 3D image of any street in which cameras have taken pictures.

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