Despite overall support by trade groups and privacy watchdogs, the hearing and related bill could amount to a proverbial tree falling in the legislative woods.
Representatives of marketers, online ad firms and privacy watchdogs convened in the Rayburn House Office Building yesterday for a subcommittee hearing to revisit spyware legislation originally introduced in 2003. While witnesses representing Internet advertisers supported the legislation on the whole, they expressed concern about the potential for the bill to infringe too greatly on their business practices, hindering access to free, ad-supported Web content. Despite their apprehension, the hearing and related bill could amount to a proverbial tree falling in the legislative woods.
Members of the Subcommittee on Commerce, Trade, and Consumer Protection, a subdivision of the House Energy and Commerce Committee, came together to reiterate the need for passage of H.R. 964, The Spy Act, legislation aimed at protecting Web users' personal privacy -- and to a lesser degree -- plain old aggravation caused by unwanted spyware downloads.
Present was a panel of five witnesses providing perspectives on the proposed law. Internet watchdogs were represented by TRUSTe and the Center for Democracy and Technology (CDT), while representatives from adware firm Zango, behavioral targeting firm Tacoda, the Interactive Advertising Bureau (IAB) and the Direct Marketing Association (DMA) stood in for the online ad industry.
Witnesses concurred most of the main provisions of the "Securely Protect Yourself Against Cyber Trespass Act" are worthy of putting into law. Agreeable stipulations prohibit unauthorized or uncontrollable computer takeover by software, delivery of ads that are difficult to close, collection of personally-identifiable information through keystroke logging and misrepresentation or removal of security software. The legislation would also require notice and consent before software installation.
Then came the caveats. Two sections of the bill in particular were bones of contention for witnesses. Section 3 is deemed potentially too far-reaching by both the DMA and the IAB.
Along with others on the panel, Jerry Cerasale, the DMA's SVP government affairs, commended the subcommittee's efforts on the bill as a catalyst for industry self-regulation, Federal Trade Commission anti-spyware action, and statewide spyware legislation. But he expressed concern that Section 3 of the proposed legislation "goes further than we would want." The bill, he added, should "strike the balance for consumer choice plus advertiser- and marketing-supported Internet content."
The section deals with the collection of information about Web pages visited by users to deliver ads. Dave Morgan, a panelist representing both the IAB as chairman of its Public Policy Council and Tacoda as founder and chairman, worried the section's provisions would create a "one-size-fits-all definition" for technologies used to target and deliver advertising. "There's not a lot of clarity of how Java or AJAX would be treated," he told ClickZ News after the hearing session.
"The view is that what the bill should focus on is the bad behavior," said Morgan, noting the original intent of the legislation was to penalize spyware purveyors, not craft broad regulations on constantly-evolving Internet technologies.
The "Good Samaritan Protection," Section 5 of the legislation, protects providers of anti-spyware applications used to remove software violating Sections 2 or 3. No one on the witness panel was too keen on the stipulation.
"Zango urges the committee to delete subsection 5C," said Christine Varney, esquire, an attorney representing adware firm Zango on the panel. Previously 180solutions, Zango settled with the FTC in November of last year, agreeing to pay $3 million in ill-gotten gains for using deceptive methods to install adware on users' computers and block its removal.
Witnesses were concerned the Good Samaritan provision could unjustly protect companies with applications that categorize legitimate software as spyware, or dupe users into downloading spyware that masquerades as a spyware-remover.
The Spy Act has been passed twice by the House, but still awaits Senate approval. Indeed, subcommittee members expressed amazement that the Senate continues to stall passage. The bill's limbo status "is a mystery to me," said Joe Barton, Congressman from Texas.
Sources familiar with the stage of the legislation, however, doubt a third passage by the House will be the charm that moves it to the President's desk. With the Senate fully focused on Iraq, sudden dismissals of U.S. Attorneys General, and other hefty matters, it's unlikely The Spy Act or similar Senate legislation will hit the Senate floor anytime soon.
Even if it is passed into law, in its current state, the Act would sunset in 2014.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT