Feds deregulate ad tracking but critics predict negative results


The new political climate in Washington is very pro-business and that could mean changes to the way marketers conduct business, according to Marketing Land. The present government has begun deregulating the way internet service providers collect unconsented consumer information. Some marketers are cheering this because it opens the door to gathering helpful metrics they can use in building profiles and planning advertisement strategies.

However, some critics are skeptical about the longevity of positive results if the present political trend continues. They are saying that if the federal government deregulates the way businesses can treat “consumer privacy,” that might leave an open hole for state attorney generals and legislators to fill. In the end, marketers will have to keep track of the variations in regulations in different states, or they will choose the strictest rules from all states and work according to that formula.

Furthermore, stricter privacy regulations may come from non-government sources. Online platforms and private companies may add privacy features for users that don’t want marketers to keep track of their every move. For example, Apple has features in place for some of its iPhones that allows users to block ad trackers.

There is also likely to be more lawsuits against companies who attempt to track users’ activities. For instance, Vizio recently had to pay $2.2 million for collecting data like viewing habits from television viewers without their consent. The FTC partnered with the New Jersey Office of the Attorney General in this case.

Even though the federal regulatory agencies might be held back during the Trump years, states who are eager to regulate business will step into the breach and wield an iron rod in the name of consumer privacy.


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