A petition by major US ad trade associations was submitted last week that asks the Federal Communications Commission (FCC) to reconsider its new Internet Service Provider (ISP) privacy opt-in rules.
FCC urged to reconsider ISP privacy opt-in rules
The petition was submitted jointly by the Association of National Advertisers, the American Advertising Federation, the American Association of Advertising Agencies, the Data & Marketing Association, the Interactive Advertising Bureau, and the Network Advertising Initiative. It argues that the new rules could render usage of consumer data unnecessarily difficult and this in turn would violate “First Amendment protections of commercial speech”.
The opt-in denies ISPs from using subscriber activity information to target adverts without prior consent from such users. Hence, the petition argues:
Opt-in consent has not been the historical standard for advertising and marketing uses of data. The Order, however, would require opt-in approval for the use of all web browsing and app usage history information for marketing purposes outside of very limited exceptions.
It goes on to suggest that the FCC acted neglectful of congressional intent and did not give enough time for interested parties to consider the issue.
Indeed, the US associations argue that self-regulatory programmes are already providing costumers with the transparency they require to remain private in the online data collection process.