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San Francisco - The White House on Thursday announced an online privacy plan that would give consumers more control over how their personal data is collected, shared and used by websites and advertisers.

The Consumer Privacy Bill of Rights lays out general privacy guidelines that still need to be refined before they can be passed into law.

Under the 60-page proposal consumers would be able to access and correct personal data collected online. The proposals would also require that companies minimise the collection of personal data, protect sensitive data and give consumers clear and easily understandable information about their privacy practices. Under the guidelines, companies would also be limited to using personal data within the context that the data is provided.

“American consumers can't wait any longer for clear rules of the road that ensure their personal information is safe online,” US President Barack Obama said in a White House press release.

“As the Internet evolves, consumer trust is essential for the continued growth of the digital economy. That's why an online privacy Bill of Rights is so important. For businesses to succeed online, consumers must feel secure.”

The American Civil Liberties Union welcomed the plan, calling it “an important first step” towards improving online privacy.

“Day by day, we live more of our lives online, shopping, managing bank accounts and communicating with friends and family. It's crucial that the information we share is properly safeguarded,” said Christopher Calabrese, ACLU legislative counsel. - Sapa-dpa