Yahoo Inc. will let its Web visitors decline ads targeted to their browsing habits, becoming the latest Internet company to break from a common industry practice as Congress steps up scrutiny of customized advertising and consumer privacy.

Yahoo has been offering that opt-out choice only to ads the company runs on outside, partner sites. Yahoo said Friday it now would extend that option to ads displayed on its own sites, to boost users’ trust - and in doing so, perhaps draw visitors from its rivals.

The option will likely be available by the end of the month.