Ad Groups Say FTC's Proposed Restrictions on Behavioral Marketing Are Too Stringent - Broadcasting&Cable

Ad Industry Urges Moderation in Online-Marketing Curbs
Coalition of Advertising Trade Groups Says FTC's Proposed Restrictions on Behavioral Marketing Are Too Stringent

The Association of National Advertisers filed comments jointly with nine other trade groups, responding to a FTC staff draft filed in December. Behavioral advertising collects information about past activities of individual consumers online to predict preferences that, in turn, leads to tailored marketing messages.

By Robert Marich -- Broadcasting & Cable, 4/9/2008 6:22:00 PM

The ANA coalition said the FTC’s proposal for restrictions does not strike a “balance” between interests of both industry and consumers. The ANA comments suggested that the FTC’s position on curbs for using non-identifiable information are too stringent and unnecessary since that info doesn’t harm individual privacy. The trade group was also opposed to an FTC suggestion that consumers be allowed to opt out of anonymous tracking.

Dan Jaffe, executive vice president of government relations at ANA, said heavy-handed rules threaten to undercut the booming new media sector that is a bright spot in an otherwise weak media industry. The coalition said robust behavioral marketing will create efficiencies that reduce prices and foster competition.

Read the full story.