Such a move might help in the battle against adware, FTC Commissioner Jon Leibowitz said Thursday at an event here hosted by the Anti-Spyware Coalition. Adware is software that displays pop-up ads on PCs, often after Internet searches.

"I think that could have a beneficial effect," Leibowitz said in an interview. "In this context, maybe shaming a company on how they are spending money might inure to the benefit of consumer's privacy."

The FTC would publicly announce and publish the name of a company that advertises using adware that installs itself surreptitiously on consumer PCs or by using spyware, Leibowitz said. He would recommend publicly shaming advertisers to the other FTC commissioners if the adware problem doesn't decrease, he said.

The idea is a good one, several attendees at the Anti-Spyware Coalition event said. However, Trevor Hughes, executive director of the Network Advertising Initiative, called it "drastic action."