WASHINGTON DC: US advertising trade bodies have put forward a set of self-regulation guidelines designed to placate watchdogs' concerns over targeted web advertising.
The coalition of 11 groups, which includes the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association, the Magazine Publishers of America and the National Retail Federation, is in broad agreement with the Federal Trade Commission's view thatbehavioral ads must be regulated.
However, the industry feels the FTC proposals are too wide ranging and could stifle ecommerce.
The regulator has proposed a raft of privacy principles for online behavioral advertising which call for clear disclosure to consumers that data is being collected and for limits on how long information can be retained.
In response, the advertising coalition has countered with the following key points:
Data sourced from Adweek (USA); additional content by WARC staff