The Federal Trade Commission is committed to stepping up its efforts in digital marketing, including a focus on privacy issues, according to the commission's Jessica Rich. In recent remarks, Rich noted that law requires that ad disclosures on mobile platforms "must be clear and conspicuous," adding that "this will be an area of increased law enforcement activity in the coming year." Separately, the trend toward self-regulation in the ad industry is raising concerns that the rules that are set down provide a road map for attorneys pursuing class-action lawsuits.

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