US Ad Trade Bodies Argue for More Freedom in Web Targeting Rules

15 April 2008

WASHINGTON DC: US advertising trade bodies have expressed alarm at the Federal Trade Commission's pledge to&nbspclamp down on internet behavioral advertising.

The Association of National Advertisers and a number of others - including the American Advertising Federation, the American Association of Advertising Agencies and the Interactive Advertising Bureau - have told the FTC its proposals for strict self-regulation do not strike a balance between consumers' privacy concerns and the interests of marketers.

The ANA believes FTC curbs on the use of non-identifiable information would be too tough and could derail the booming new media sector in a general economic climate that is less than favorable to the ad industry.

It also opposes suggestions that consumers should be able to opt out of anonymous tracking.

ANA evp of government relations Dan Jaffe argues that more robust behavioral marketing would reduce prices and foster competition.

Data sourced from; additional content by WARC staff