The FTC has issued "self-regulating" guidelines for use by practitioners of behavioral advertising.
As behavioral advertising becomes more common (and more of a concern), the loose guidelines are intended to encourage responsibility among marketers and to ward off federal regulation.
Major components of the proposal include:
- Making visitors aware that their information is being collected
- Assuring them their information will be kept safe, and defining the ways in which it will be used
- Providing them with the ability to opt out
The terms of info-gleaning should be explained to visitors in clear, simple language.
These guidelines were designed to be broad enough to be adopted by a wide range of practitioners.
As is generally the case with young technology, marketers are admonished to tread carefully in the realm of behavioral targeting; abuse of these guidelines may yield tougher constraints from on high.
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