Potential new ad regulations worry Web publishers, advertisers

03/22/2010 | Mediaweek

Rep. Rick Boucher, D-Va., is expected to introduce a bill aimed at protecting online privacy that is expected to empower the FTC to hit advertisers and publishers with stiff fines for data abuses. Boucher tried to allay the concerns of some in the interactive advertising industry by suggesting he was leaning toward language that gives users the opportunity to opt out of targeting, rather than requiring explicit permission. But some are concerned about a possible ripple effect of FTC rules, in which marketers, publishers and agencies are in a position to be fined for the conduct of an ad network partner. "That would definitely create a chilling effect throughout the industry," said Mike Zaneis, vice president of public policy at the Interactive Advertising Bureau.

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