FTC Proposes Privacy Principles for Online Behavioral Advertising

Behavioral advertising, which can be understood as the tracking of a consumer’s activities on line in order to deliver advertising targeted to the consumer’s specific interest, is a significant growth area. More and more companies are adopting some form of behavioral advertising into their marketing programs.

Behavioral advertising has, however, also raised important privacy concerns. As a result, at the end of 2007, the Federal Trade Commission (“FTC”) released a set of proposed principles to guide the development of self regulation in the area of online behavioral advertising. These guidelines were released after the FTC hosted a town hall meting focused specifically on behavioral advertising.
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  Jacqueline Klosek, Senior Counsel in the Business Law Department of Goodwin Procter LLP, is a frequent author and commentator on data privacy and security. You can email her at jacquelineklosek@gmail.com

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