As the House inches forward on comprehensive privacy legislation that could have a major impact on online advertising, a Senate Committee met today to discuss online privacy issues. During the hearing, Federal Trade Commission Chairman Jon D. Leibowitz said multiple times that the agency is currently assessing the viability of a do-not-track list for online advertising.
“That’s, sort of, one thing we’re focusing on,” said Leibowitz regarding a do-not-track program. It would be akin to an online version of the do-not-call list, which allows consumers to remove their names from commercial telemarketing lists. Leibowitz described a possible do-not-track program as a “Universally easy-to-use mechanism for consumers [that] could be run through the FTC or could be run through some sort of private entity.” It is not clear how such a program would be implemented.
The FTC plans to unveil an online privacy-related report in the fall, and may have a conclusion about the viability of such a program at that time.
In the meantime, Leibowitz affirmed the FTC’s overall approval of the online ad industry’s self-regulatory efforts. He called the ad industry’s coalition program, currently in development, “very promising…a good sign.” Leibowitz also suggested that the online ad and media industries control their own fate when it comes to potential online privacy legislation. It lies “in the hands of the private sector. If they want to do a better job of ensuring [clear notice and choice]…. It’s in their hands to avoid legislation,” he said.
see full article at: FTC Studying Do-Not-Track List for Online Ads – ClickZ.
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