Yes to opt-out

February 2000
Advertising Age;2/7/2000, Vol. 71 Issue 6, p34
Trade Publication
This article discusses the debate on the implementation of opt-out and opt-in standards in target marketing in the U.S. as of February 2000. For the future of target marketing, no issue may be more important than the ongoing data collection debate between marketers favoring opt-out rules and consumerists who favor a much more restrictive opt-in standard. Opt-out is the sensible plan for both the online and offline worlds. But the online business should stop undermining its case and make the opt-out option simple and available at every site. Opt-out lets consumers tell Web sites and other media not to collect their personal information. It lets data be collected from the far larger number of consumers who have no objection--without requiring businesses to obtain prior consent. Opt-in requires permission before any data can be collected--from anyone. That is a costly hurdle.


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