Links & Law - Information about legal aspects of search engines, linking and framing

Hyperlink & Search Engine Law News  Decisions & Court Documents Worldwide Legal Resources (Hyperlink & Search Engine Law Articles) Linking Law Cases Search Engine Law Publications by Dr. Stephan Ott Technical    Background

 Self-Regulatory Principles on Behavioral Advertising

In December 2007, the Federal Trade Commission (FTC) released a set of proposed principles to guide the development of self-regulation in the area of online behavioral advertising. Behavioral advertising means the tracking of a consumer’s activities online – including the searches the consumer has conducted, the web pages visited, and the content viewed – in order to deliver advertising targeted to the individual consumer’s interests. One proposal is aimed at more transparency and consumer control:

"Every website where data is collected for behavioral advertising should provide a clear, concise, consumer-friendly, and prominent statement that

(1) data about consumers' activities online is being collected at the site for use in providing advertising about products and services tailored to individual consumers’ interests, and

(2) consumers can choose whether or not to have their information collected for such purpose. The website should also provide consumers with a clear, easy-to-use, and accessible method for exercising this option."

The guidelines are partly intended to adress concerns over the Google-DoubleClick deal. So far Google is not engaged in behavioral advertising, but declines to say whether the merger will facilitate respective plans.

 Also see:

  • Alexis, Alexei, Behavioral Advertising - Search Engine Firms Expected to Face Continued Hill Scutiny, Electronic Commerce & Law Report 2008, 121-123




The Links & Law website is updated regularily, so  check back for updated information and resources about search engine and linking issues.

You are currently in the archive with older news. A complete list of the updates can be found here!


Masthead/Curriculum Vitae
Copyright © 2002-2008 Dr. Stephan Ott 

All Rights Reserved.