FTC raises ante with opt-in

Gilbert, Jennifer; Teinowitz, Ira
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p56
Trade Publication
This article reports on a proposal from the U.S. Federal Trade Commission (FTC) regarding Internet advertising as of March 2000. The FTC is floating a proposal to demand that third-party advertising servers stop building and using profiles formed from tracking consumers on multiple sites--unless consumer specifically opt in to receiver targeted advertising. The Networld Advertising Initiative, an association of advertising servers, is trying to win governmental endorsement of an industry self-regulation code. Talks called by the group have riled traditional marketers because of the possible effect on their sites; the FTC has demanded opt-in as the price of its endorsement. Opting in on a Web site generally means consumers have given permission, usually through registering on the site, for data to be collected; targeted advertisements are sent based on data.


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