PrivacyGroupsSeek'DoNotCall'ListforWebAds

Consumerprivacygroupsarepushingforincreasedregulatoryoversightofonlineadvertising,includinga"DoNotTrack"registrythatwouldbancompaniesfromtrackingonlineusersandtargetingadsbasedontheiractivities.Thegroups,whichincludetheCenterforDemocracyandTechnology,theElectronicFrontierFoundationandConsumerAction,sentaproposaltotheFederalTradeCommission(FTC)askingforittooverseeamandatory"DoNotTrack"registry.Theregistrywouldlooselyfollowthemodelofthesuccessfulnationalandstate"DoNotCall"registriesthatpreventtelemarketersfrommakingunsolicitedsalespitchestoconsumerswhohavesigned.Theonlineadvertisingindustry,however,haslongclaimedthattargetedadsaremorerelevanttoconsumers,andthusmoreusefulandinterestingtothem.IntheirpetitiontotheFTC,thegroupsalsosaidtheywantonlineadvertiserstoinstantlyrevealtoWebusersthespecificsoftheinformationtheyaretracking."Theonlinetrackingandtargetingofconsumers...needstobelimitedsothatconsumerscanexercisemeaningful,granularpreferencesbasedontimelyandcontextualdisclosuresthatareunderstandableonwhicheverdevicesconsumerschoosetouse,"thegroupswroteintheirproposaltotheFTC."Specifically,weurgetheU.S.FederalTradeCommissiontotakeproactivestepstoadequatelyprotectconsumersasonlinebehavioraltrackingandtargetingbecomemoreubiquitous."Thegroups'proposalcomesasAOL,oneofthelargestplayersinonlinemedia,isundertakingeffortstoaddressaglitchinhowitsWebsiteshandleconsumerrequeststoopt-outofreceivingmarketingmessages.Theonlinemediagianttodayannouncedanimprovementtoitsopt-outsystem,whichbetterprotectscustomersfrombeingmistakenlysolicitedbythecompany'sWebsitesifthey'veaskedtonolongerreceivemarketingmessages.Typically,ifauserdecidesnottoacceptgettingmessagesoradsfromoneWebsite,thatpreferenceisnotedinaWebbrowsercookie.However,underthecurrentsystem,iftheythendeletethatcookie,thatsitenolongercantellthattheuserhasoptedoutofreceivingmarketingmessages.Now,anewWebcachingtechniquefromAOL'sbehavioraltargetingunitTacodaisdesignedtopreserveusers'opt-outchoicesacrossthecompany'snetworkofonlineproperties."Oneoftheproblemswasusersoverwritingthatuniquecookie,"JulesPolonetsky,ChiefPrivacyOfficeratAOL,toldInternetNews.com."People'schoicesneedtoberespected,sowe'reenhancingtheopt-outprocess."AOL,whichpurchaseditsTacodaunitearlierthisyeartobetterassistitintargetingadsacrossitssites,saiditisunsureaboutthenecessityoftheprivacygroups'proposalstotheFTC."We'restudyingthisproposaltoseeifit'sfeasible,"Polonetskysaid."What'simportantisconsumerawareness.Thereisanopt-outprocessupandrunning."ThemovecomesasAOLandthelargeronlineadvertisingindustryarefacingrenewedcallsforincreasedconsumerprotection.Lastyear,afterleaking20millionsearchqueries,aclass-actionsuitfiledinCaliforniaagainstAOLallegedthatthecompanyviolatedtheElectronicCommunicationsPrivacyActandasetofCaliforniafairbusinesslaws.OnlineprivacyadvocateshavealsosharplycriticizedGoogle'sproposedacquisitionofWebadplayerDoubleClick,whichispendingregulatoryapproval.IntestimonygivenduringSenatecommitteehearingsonthesubject,ahandfulofcompetitorsandconsumeradvocatescautionedthatthemergercouldhavedireimplicationsforonlineprivacy.TheannouncementsalsocomeadaybeforetakingAOLandotheronlineleadersareslatedtotakepartinatwo-dayforumonprivacyissuesandtrackinginonlineadvertising,heldbytheFTC.Thecommissionsaidtheeventwillcomeaspartofitsefforttoexaminetheeffectsofbehavioraladvertisingonconsumerprivacy.