Credit card marketers and other financial services firms may face new restrictions on their vast stores of customer data.

Government agencies, spurred by public uneasiness with the burgeoning market for data about individuals, are trying to spell out new rules governing what information companies may collect and how they may use it. Many businesses, especially credit card companies and credit reporting bureaus, fear the government will lay down harsh restrictions that stymie their operations. But officials insist the personal information business needs a healthy dose of supervision if customers are to trust the fledgling market for electronic commerce.

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