IAB Releases Less “Rigid” Privacy Guidelines Than FTC Wants
ADOTAS – The Interactive Advertising Bureau today announced the release of “privacy principles” for its members to follow; but the U.S. Federal Trade Commission was clearly hoping for more stringent privacy guidelines.
In December of 2007, the FTC proposed online behavioral ad privacy principles to address consumer concerns. Instead of imposing regulations however, the commission said marketers and Web sites should police themselves. Among the FTC’s recommendations: “Every Web site where data is collected for behavioral advertising should provide a clear, consumer-friendly, and prominent statement that data is being collected to provide ads targeted to the consumer and give consumers the ability to choose whether or not to have their information collected for such purpose.”
In addition: “Companies should obtain affirmative express consent from affected consumers before using data in a manner materially different from promises the company made when it collected the data.”
The IAB’s proposed guidelines stress consumers’ desire for free Internet services and targeted ads: “Consumers enjoy cost-free online content; competitive pricing and product comparisons; education and information gathering tools; communications, such as free email and telephone services; social networking environments and online safety tools all because of online advertising,” said Randall Rothenberg, president and CEO of the IAB, in a release. “Research shows consumers value free Internet services highly and prefer advertising that is relevant to their interests, but want guarantees that their personally identifiable information won’t be misused.”
he IAB says that consumers would prefer their guidelines to the FTC’s “too rigid” standards. “IAB members understand the relationship between consumers and companies is built on trust. As a result, IAB members have long been committed to guarding consumers’ information and privacy,” Rothenberg said. “Based on the industry’s experience, we believe the FTC is too rigid on the matters of notice and choice. Our principles strike the appropriate balance between protecting consumers’ security and allowing industry to provide the free services and content they desire.”
The IAB will submit its proposed guidelines to the FTC by the end of this month. Only time will tell if the IAB’s “meaningful notice” will squeak past the FTC’s hoped-for “prominent statement.”
Reader Comments.
- Pingback from Association for Downloadable Media » The IAB Posits Advertising Privacy Principles - The FTC is Not So Sure…
Leave a Comment
Article Sponsor
More News
Features
- Automakers Need to Become Better Conversationalists July 2nd 2009
- Affiliates can win in the media buy game July 2nd 2009
- Crowd-Sourced Ads: A Measured Response June 28th 2009
- Is the government coming for you? June 28th 2009
- Customer Loyalty: How to Earn It June 25th 2009
-
Loading ...
Spotlight
Trust Me – I’m a Professional … SEOADOTAS — At WebMetro we typically provide SEO Action Plans as part of campaigns. As the name implies, an SEO [...] more...
Latest News
- Readers weigh in on ATT, ad networks and the iPhone July 2nd 2009 ADOTAS — In our weekly poll, readers overwhelmingly said that [...] more »
- Hiring, promotions, location, partnerships and product news July 2nd 2009 ADOTAS — Internet Oldtimers Foundation, Jumptap, eXelate, Kampyle, The Digital [...] more »
- OPA large ad units unfurl across the web July 1st 2009 ADOTAS — The Online Publishers Association said a group of [...] more »
- Email spam in June worst since 2007 July 1st 2009 ADOTAS — MessageLabs Intelligence released its numbers for June, and [...] more »
- Joost becomes YouTube roadkill, starts layoffs July 1st 2009 ADOTAS — Despite reworking its technology to work in a [...] more »
- Ad networks, not websites, choked on Michael Jackson news July 1st 2009 ADOTAS — The news of the pop star’s death saw [...] more »
- StrongMail doubling down on social media, buys PopularMedia July 1st 2009 ADOTAS — StrongMail has announced that it acquired PopularMedia, a [...] more »
Reader Favorites
Layoff Tracker
- AOL - 700
- Apple - 50
- Clear Channel - 2,800 total (1,000 currently)
- Google - 340
- IBM - more than 7,800
- Joost - about 90
- MySpace - in June, about 720
- World Avenue - 30 percent of workforce
- Yahoo - 2,220 total, about 700 currently
- Zango - closes, about 90, in addition to earlier layoffs
Classifieds
Recent Comments
- Josette Davids: Great article and an amazing time was had by all at this event. I'm an
- Mike Poserina: There is also a tragic flaw rumored in Bing's ad placement engine. When resolved,
- Andy: Erin, Never mind the commenters who can only see the negative side of things. I thank you
- pkohler: We've also noticed that ads frequently adversely affects the performance of a Web page. As
