The Pontiflex Blog

Privacy: The Latest from the FTC

July 29, 2010 at 12:09 pm Jessica Ling Leave a comment

According to reports by Kate Kaye of ClickZ and Wendy Davis of MediaPost, the FTC is closely examining a “Do Not Track” list for online ads. It would operate similarly to the current “Do Not Call” lists wherein consumers can opt-out of telemarketing. People would still receive online ads, but their past browsing history would not be used to target ads their way.

FTC Chairman Jon D. Leibowitz stated support for even more consumer control over online ads. He told lawmakers that he personally favored opt-in consent to behavioral targeting, a step that, in his opinion, would go further in protecting consumer privacy. In an opt-in model, people would actually have to give marketers permission to track their online behavior. Politicians argue that current privacy policies aren’t well enough understood by consumers, who may not be aware of exactly how their online data is being used.

If this legislation is passed, it could have huge implications for many advertising companies who rely on behavioral targeting and “opt-out” methods.

What will it change for us? Nothing.

We’ve built our company on the core belief that people should sign up for the ads they want to see, and that giving consumers a say over what brands they interact with is better for everyone. People feel safe; marketers get to dialogue with people who actually want to hear from them.

For more information on how online advertising should protect consumer interests, check out our privacy center.

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