Phil the Groundhog may not have seen a shadow this morning in Punxsutawney, PA — but one looms over the industry with the ongoing debate about online privacy. Since its introduction in late 2010, the Do Not Track proposal by the federal government has drawn both ire and praise from marketers, consumers, advertisers and lawmakers. Not surprisingly, the plan has earned an array of media coverage.As a refresher, the Federal Trade Commission (FTC) introduced the idea of a “do not track” mechanism that would allow online consumers to decide if and where on the Internet they would like to be tracked by marketers and advertisers.As the New York Times noted, the intention would be to provide consumers with the type of control they have over telemarketers with the Do Not Call Registry.
Shortly after the FTC announcement, Microsoft announced that it would be including tracking-protection functionality in the latest version of Internet Explorer. According to ClickZ, the feature “will enable users to download lists to their browsers including “do not allow” or “allow” commands for individual third parties, which will control their ability to track users’ online behavior and to place cookies on their machines.”
Late in December, a Gallup/USAToday poll showed that 67% of consumers would favor a “do not track” policy that would prevent marketers and advertisers from showing them targeted ads and content.
Several marketers have expressed their concern over the proposed legislation, saying that industry self regulation will continue to be effective.
Recently, the Direct Marketing Association announced that it is enforcing its own self-regulation data collection program. The program requires DMA members to place an “Advertising Option Icon” on digital ads. It will privately investigate consumer complaints about non-compliance by DMA members.
ClickZ’s Kate Kaye outlines what marketers, advertisers and consumers can expect from the ongoing privacy law debate during 2011. You can access the article here.
Of course, the value of behavioral targeting and the safe effectiveness of onsite targeting have been covered quite a bit here on The Lunch Pail.
If you have an opinion, now is the time to share it. The FTC is accepting comments on the proposed legislation through Feb 18, 2011. Visit this site and give them your feedback.
What are your thoughts on the online privacy debate? Stay tuned to The Lunch Pail for commentary and news.
4 Trackbacks/Pingbacks
[...] the last quarter, the industry has been abuzz over the federal government’s proposed Do Not Track bill. Just this week Rep. Cliff Stearns announced that he would reintroduce portions of his 2005 [...]
[...] Facebook had only a couple dozen million users, and Twitter was about to break out at SXSW. And online display advertising wasn’t facing scrutiny from the FCC and [...]
[...] Behavioral targeting continues to be a primary focus for many marketers. But, with all the recent news surrounding developments with the proposed Do Not Track legislation, some marketers are hesitant to move forward with online targeting efforts. It’s no secret that [...]
[...] There have been some new developments on the online privacy front in Washington since my last Do Not Track news update In March, the Obama administration asked Congress to pass a “Privacy Bill of Rights.” The [...]