FTC Extends Behavioral Advertising Comment Period

The Federal Trade Commission (FTC) in mid-February announced an extension for the public comment period on their proposed behavioral marketing principles. Comments are now due to the Commission by April 11. 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.

As reported in the last issue of the Public Policy News, NAA will be filing comments in this proceeding. Focusing on the unique role that online newspapers play in providing news and information to local communities, NAA will stress that this content is generally provided at no cost, mostly due to the revenue generated by targeted advertising. The comments will also address the adverse impact that any restrictions on data collection would have in providing readers with targeted editorial content.

First Published:
March 12, 2008