UPDATE: The IAB sees the bill as a step in the right direction compared to a previous privacy bill draft.
Rep. Bobby Rush introduced an online privacy bill to the House Committee on Energy and Commerce yesterday, as expected. Industry players and privacy advocates still are combing through the new bill, which is largely similar to a draft proposal distributed by Rep. Rick Boucher in May.
At first pass, Mike Zaneis, Interactive Advertising Bureau's Public Policy VP, saw the H.R. 5777 as a step in the right direction. In particular, he said a safe harbor provision in the Rush bill for companies participating in an industry self-regulatory program - such as one the IAB and a coalition of advertising trade groups are developing - is "a huge concession to the industry's work towards building an [online behavioral advertising] self regulatory program."
Rush's bill follows a draft proposed by Rep. Rick Boucher that's been floating around Washington, D.C. for the past two months.
The bill adds another offshoot trail to the winding path of comprehensive Federal online privacy legislation development. And it could be seen as the beginning of a turf battle. The Boucher proposal was distributed among interested parties in early May for comment, and is not formal legislation.
Rush's bill could be construed as a shot across the bow to Boucher, who is head of the House Subcommittee on Communications, Technology, and the Internet. Some believe Boucher overstepped his boundaries by submitting his proposal without input from Rush, who is chairman of another House Energy and Commerce Subcommittee (on Commerce, Trade, and Consumer Protection). Insiders say Rush (pictured above) may think his subcommittee, because it deals with consumer protection, is the more appropriate point of origin for an online privacy bill than Boucher. Rush also sits on the Boucher-led Internet Subcommittee.
The next few weeks could be far more active for Web privacy advocates, advertising trade associations, and others involved in the online privacy discussion than many anticipated for this summer. Rush's subcommittee is expected to hold a hearing on his bill this Thursday, according to ClickZ News sources.
The subcommittee website, however, does not list a hearing on the topic of online privacy this week. Rush's press staff did not respond to calls from ClickZ News. In addition, sources say the Senate Commerce Committee will hold its own online privacy-related hearing on July 27, though that is not listed on the committee's website. Congress is scheduled to break for recess between August 9 and September 12, 2010.
There also remains room for Republicans to counteract with their own online privacy legislation. While the Boucher draft was co-released by Rep. Cliff Stearns - a Republican and ranking member of the House Communications, Technology, and Internet Subcommittee - others in his party could decide to join the online privacy bill game.UPDATE: The original story, published July 19, was updated on July 20 to reflect Rush's introduction of the bill.
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!
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.
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.
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.