5 Actions Marketers Should Take to Comply With Stepped-Up Privacy Regulation on the Mobile Front
Some marketers took advantage of the previous, more lenient policies surrounding the mobile channel—simply because they could, says Alan Chapell. Now that the Federal Trade Commission is taking a closer look at consumer privacy, it's time for marketers to mend their ways in the mobile channel, says the president of Chapell & Associates, a privacy and interactive strategy consulting firm in New York City.
Speaking during a June 16 session at Digital Marketing Days Conference & Expo in New York City, Chapell elaborated on the "delta" between publishers, advertisers and consumers. "Mobile Ad Targeting and Government Regulation: From Laissez Faire to Doctrinaire?" first took a look at the state of mobile marketing.
"The days of SMS messaging being the king of mobile … are pretty much over," Chapell says. Marketers can aggregate mobile audiences in many other ways, both on the platform and through other channels.
So, Chapell says, considering most practices are opt out in the United States but companies that can aggregate the most consumer data will be dominant, "We need to embrace the concept of transparency."
Chapell provides other guidelines for marketers to follow:
1. Pay attention to the FTC's Fair Information Practice Principles of notice, choice, access, security and enforcement/redress.
- As for security, Chapell says that the industry is generally on the same page as its critics in terms of data storage guidelines.
- Most of the enforcement/redress is handled through industry self-regulation at this point.
2. Join a self-regulation program. Many industry associations offer such groups. The Direct Marketing Association, the Interactive Advertising Bureau, the Better Business Bureau and others joined to create the Self-Regulatory Principles for Online Behavioral Advertising.
3. Work to decrease the delta between business and advertising operations.
4. Vet ad targeting partners. If, for instance, the partner says it's compliant with the Health Insurance Portability and Accountability Act of 1996 (HIPAA) Privacy and Security Rules, that should be a red flag. Because that has nothing to do with this discussion, he says.
5. Hire a privacy officer—even if it's only part-time.