New FTC boss Jon Leibowitz has promised that one thing he'll be tough on is consumer privacy. To prevent government from passing tough consumer protection laws (particularly ones that force marketing to be "opt in"), the marketing, advertising and telecom industries recently joined forces to come up with a "self-regulation" plan that has them adhering to a set of privacy best practices created by the industry. Companies like Verizon, who's interested in behavioral advertising, have stated that "public shame" will keep them honest about privacy. The new guidelines, pushed by organizations representing more than 5,000 companies, will be reviewed by Congress today, but as you might expect, consumer advocates think the guidelines are rather flimsy.