Ad Industry Happy Data Rules May Go Away
On March 13, ad groups lauded members of Congress for proposed resolutions aimed at putting the nail in the coffin of FCC rules regarding consumer privacy. The FCC had been moving toward prohibiting aspects of data-sharing, such as monitoring consumer location and Web-browsing habits. "The rules already have been on life support since new FCC Chairman Ajit Pai, appointed by President Donald Trump, suspended them indefinitely before they went into effect," reads the article in Ad Age titled "Ad Groups Back Repeal of Near-Dead FCC Privacy Rules."
In an email sent to Target Marketing on March 13, members of six ad groups said:
"We wholeheartedly commend Senator [Jeff] Flake and Congressman [Marsha] Blackburn, and their Senate and House colleagues, for introducing resolutions of disapproval for the FCC's ill-considered move to create a new, costly, counterproductive, confusing and unnecessary regulatory regime around privacy for broadband providers. Our digital economy is the global leader, providing billions of dollars in ad-supported content and services to consumers, and the innovation and investment that have driven its success have rested on robust, consistent self-regulatory privacy standards backstopped by the Federal Trade Commission. Without prompt action in Congress or at the FCC, the FCC's regulations would break with well-accepted and functioning industry practices, chilling innovation and hurting the consumers the regulation was supposed to protect. The Congressional Review Act was designed as a common-sense check on anti-consumer regulations like this, and we are pleased that Senator Flake, Congressman Blackburn and their colleagues are using it to such positive effect. We strongly urge Congress to support and quickly act on these Joint Resolutions."
The statement sent to Target Marketing points out that these organizations backed this congressional action:
- The American Association of Advertising Agencies ("4A's),
- American Advertising Federation ("AAF"),
- Association of National Advertisers ("ANA"),
- Data & Marketing Association ("DMA"), [formerly the Direct Marketing Association and a years'-long backer of data-supported advertising]
- Interactive Advertising Bureau ("IAB"), and
- Network Advertising Initiative ("NAI")
What do you think, marketers? Are situations like this NSFW one where the consumer privacy line should stay? "Vibrator Maker to Pay Millions Over Claims It Secretly Tracked Use"
Please respond in the comments section below.