Bono: Spyware Bill No Threat to Cookies

  |  February 3, 2005   |  Comments

SPY ACT's sponsor says bill won't endanger network ad technologies.

H.R. bill 29, a.k.a. the SPY ACT, was never meant to interfere with the serving of third-party ads on Web sites, said a spokesperson for California Rep. Mary Bono, the bill's chief sponsor. She said industry confusion over the interpretation of the SPY ACT's cookies provision may lead the committee examining the bill to clarify it in some way.

The spokesperson, Kimberly Pencille, said the edited bill wouldn't necessarily explicitly exempt cookies, but the section could be "strengthened" or even removed completely.

Many online advertising firms have expressed concern the Bono bill's somewhat vague language means curtains for some technologies that support online advertising. Behavioral targeting, in particular, appears threatened by the bill as it's currently written.

Pastille said the committee now examining the bill wants to ensure it restricts only software that causes a computer to process data. Text and data cookies that support most third-party advertising would not be outlawed. Therefore, Pencille said, the bill wouldn't endanger behavioral targeting and other network advertising technologies.

"The goal of the bill is to protect the consumer," said Pencille. "It's not meant to limit the growth of technology or create a headache for any of these companies."

The federal "Securely Protect Yourself Against Cyber Trespass Act" was first introduced in 2003 as bill HR 2929. It passed overwhelmingly in the House of Representatives in October, 2004, but didn't reach a vote in the Senate before the end of the 108th Congress. Representative Bono reintroduced it to the House early last month.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...
    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...