Businesses that use behavioral marketing and advertising techniques may consider reviewing and commenting on the Federal Trade Commission’s (“FTC”) proposed guidelines. The guidelines are designed to provide consumers with more visibility into the behavioral advertising process, which the FTC recognizes can be very valuable.
The FTC’s guidelines are designed to address four primary concerns:
- greater transparency and consumer control;
- the need to prevent criminals from accessing data collected for behavioral advertising;
- ensuring that companies keep their privacy promises when changing their privacy policies;
- the collection of sensitive data, like medical records or children’s activities, for behavioral advertising.
According to the FTC, businesses could use the guidelines as a tool for self regulation. The FTC has extended the deadline for commenting on the guidelines until April 11. For the complete text of the proposed guidelines, visit Ferderal Trade Commission.