ANA Submits Comments Regarding FTC’s Safeguards Rule

ANA Submits Comments Regarding FTC’s Safeguards Rule

WASHINGTON (August 12, 2020) — The ANA (Association of National Advertisers) today stated that the existing Safeguards Rule is working and the Federal Trade Commission (FTC) should refrain from implementing changes to the Standards for Safeguarding Customer Information that the FTC is currently weighing.

“The existing Safeguards Rule already provides meaningful security protections for consumers, while allowing regulated entities to implement reasonable data security that are appropriate for each unique situation and the nature of the information collected,” said ANA Group EVP Dan Jaffe.

In a filing to the FTC following a request for public comment, ANA emphasized that the risk-based approach to data security currently enforced by the Safeguards Rule and the Gramm-Leach-Bliley Act (GLBA) is the best way to protect consumers.

The proposed change to expand the Safeguard Rule to include those “bringing together buyers and sellers of products or services for transactions that the buyers and sellers themselves negotiate and consummate,” would reach far beyond the appropriate scope of the GLBA, the ANA said.

“While we believe that changes to the Safeguards Rule are not necessary at this time, the ANA fully supports the FTC’s goal of providing workable standards for data security protections for consumers,” Jaffe concluded. “We look forward to continuing to be a part of the conversation moving forward.”


The ANA (Association of National Advertisers)’s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Growth Agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA’s membership consists of more than 1,600 domestic and international companies, including over 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.

Melissa Beaty
Phone: 703-822-1452