F.T.C to Exercise More Control Over Online Advertising?
Jon Liebowitz, commissioner of the Federal Trade Commission, has vowed to more closely regulate online advertising. “When you’re surfing the Internet, you never know who is peering over your shoulder or how many marketers are watching,” said Liebowitz in a New York Times article.
But does the public want or need tighter regulation? Consumer advocacy groups have been asking for a “do not track list” on the internet, but the F.T.C. has been reluctant to do anything to stifle the breakneck pace of innovation in internet marketing. Besides, if people are receiving ads anyway, why not ones based on their interests?
That is the question being asked by AOL. They are setting up a site that allows users to opt out of being tracked on lists by the web’s top advertisers. Your preferences will not be erased but you will also not be tracked.
But AOL doesn’t offer this without a letting the users know that the trade off of a little personal data for a more targeted and relevant marketing is a something worthwhile.
Also in the NY Times, David J. Moore, chief executive of 24/7 Real Media, said, “Why should the direct mail firms be able to target like that, and we’re not? All because it’s electronic?” He raises an excellent question: why should there be any difference between the physical world and the electronic world when it comes to data gathering and targeted advertising?
Facebook’s new Facebook Flyers program, which uses Facebook members’ profile information to send targeted advertisements, is also coming under some scrutiny.
However, all of this information is posted willingly by people knowledgeable of the fact that anybody anywhere can view it. People who choose to publicly advertise themselves would seem more likely to benefit from and desire marketing that is tailored to their interests, especially since they have already made their demographic information and interests public.
But this is a battle that will drag on for awhile. More to come, no doubt.
Technorati Tags: web marketing, federal trade commission, aol, facebook, facebook flyers
