Google has made calls for the creation of an international set of privacy rules to protect consumers using the internet.

At a United Nations conference in Strasbourg, the company’s head of privacy said that more needed to be done to protect consumers and the internet.

However, the firm’s own privacy record has been criticised by many groups, suggesting the firm itself needs to do more in order to improve its privacy record.

The Associated Press has noted that Google is planning to acquire the internet advert company DoubleClick, which apparently regularly collects data on the habits of consumers.

Currently there are no international privacy laws, which may affect web marketing from country to country.

The DoubleClick acquisition has come under scrutiny by regulators because of concerns over privacy, the Associated Press noted.

A spokesperson for the Electronic Privacy Information Centre told the news agency that there was no question Google was under "enormous pressure" to improve privacy.

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