NAA Files Comments on FTC Behavioral Advertising Guidelines

In recently filed comments with the Federal Trade Commission (FTC), NAA expressed concern over the Commission’s proposed behavioral marketing principles, arguing that the FTC has not demonstrated any real harm generated by the practice of online behavioral targeting. NAA’s comments centered around the fact that online newspapers play a unique role by providing news and information to local communities, generally at no cost, mostly due to the revenue generated by targeted advertising. NAA also raised concerns that efforts to provide users with targeted editorial content could be adversely impacted by restrictions on data collection. Though the proposed principles are guidelines and not regulations, NAA cautioned the FTC to avoid “any actions that would infringe upon the freedoms of speech and of the press and the selection of content that appears on newspaper Web sites.”

The FTC’s proposed principles call for online businesses to provide a clear and conspicuous notice to consumers that data is being collected, along with a means for consumers to opt-out of having such information collected. The principles also address issues such as data retention and the collection of sensitive personal information.

First Published:
April 22, 2008