Obama administration seeks online privacy rules

NEW YORK - The Obama administration is calling for stronger privacy protections for consumers as mobile gadgets, Internet services and other tools do a better job of tracking what you do and where you go.

Administration officials are outlining a proposed "Consumer Privacy Bill of Rights." They want technology companies, consumer groups and others to jointly craft new protections. Such guidelines would initially be voluntary for companies, but those that agree to abide by them could be subject to sanctions for any violations.

The effort comes as companies have found more sophisticated ways to collect and combine data on your interests and habits. Data collection can help companies improve and personalize services. It can also help advertisers fine-tune messages — often without consumers even realizing it.

The administration is issuing a report Thursday.