Internet users will soon be able to avoid targeted adverts as the UK Advertising Standards Agency (ASA) has started putting together a new on-screen icon devoted to doing just that.

The development of this icon comes following a surge in complaints to the ASA about targeted advertising.

This type of product promoting is done by cookies that companies create, which collects data about the user's interests. Experts have said that many users find this intrusive, and the number of complaints about online advertising has gone up by 40 per cent.

This will soon be put to a stop as the ASA, European Advertising Standards Alliance and the Internet Advertising Bureau of Europe have joined forces to create this 'opt out' option.

Some websites, such as Yahoo, have already been using the icon on a voluntary basis.

However, from June all websites where there is an advertising network will be forced to show the symbol or face sanctions.

"Members of the public will become more aware of Online Behavioural Advertising and will be able to exercise their choice not to receive it," said Guy Parker, the ASA chief executive.

"All the experience shows that when companies take the time and trouble to explain to consumers what they are doing, consumers understand it. People end up providing a more accurate profile of themselves."