Congress considers limiting marketers ability to target people online
Broadcasters and digital publishers may be onboard with a privacy proposal that would limit the ability of marketers to target people online, but, reports Inside Radio, “two of the biggest ad groups have come out against the draft legislation currently under review in Washington. The Association of National Advertisers and the 4As, which represents advertising agencies, say such a law would “negatively impact the advertising industry” and the “multitude of benefits” that it provides individuals and the economy.
“The ANA and 4A’s say the bill “could significantly limit” the ability of advertisers to reach their customers at the most relevant time and with the most relevant message. And in a letter to the leaders of the House Energy and Commerce Committee, the two trade groups also hint of a possible legal challenge if lawmakers continue in that direction.”
“Targeted advertising benefits both consumers and businesses because it ensures advertising reaches the people who want to see it, thereby reducing unwanted ads, driving greater sales, strengthening competition, meeting consumers’ desire for advertising, and lowering prices,” they write. “We believe any limits on such communication would also run afoul of the First Amendment, under which advertising is protected speech that both businesses have a right to speak and consumers have a right to receive.”
More here.
