23 May 2000

The Federal Trade Commission yesterday told Congress that web marketers' self-regulation attempts on privacy issues hadn't fully worked. The regulator sought authorisation to compel consumer marketers to implement a four-part privacy policy on their websites.

Asked why he wanted to impose the requirements on e-marketers but not on their direct marketing counterparts, FTC chairman Robert Pitofsky told Advertising Age: “What I do want to signal, is the more you get into it, the more you wonder if there is a bright line between them, but I'm not ready to go that far. If Congress wants to examine that, it ought to ask us or someone else to do that."

News source: Advertising Age - Daily Deadline