The number of cooks stirring the pot of Internet privacy regulation continues to rise. The U.S. Commerce Department will soon publish a report finding that self-regulation has failed to date, and the White House is getting involved as well by setting up a task force to focus on the issue, the Wall Street Journal reported.
Obama's group is to be led by Cameron Kerry, general counsel for the Commerce Department, and Christopher Schroeder, assistant attorney general at the Department of Justice, according to the story. The task force was set up in October.
It's not clear whether the White House's involvement will result in new legislation, or what impact its interest may have on pending legislation now working its way through the House of Representatives. In July, Rep. Bobby Rush, who sits on the Subcommittee on Telecommunications and the Internet, introduced a bill that calls for the Federal Trade Commission to be the enforcer of new rules that create an opt-out standard - an outcome preferred by the interactive ad industry.
What is clear is that the number of parties showing interest in online consumer privacy continues to rise, which may slow down the process of implementing any legislation.
The Commerce Department enters the fray as the FTC prepares to release its own report, and the two documents are bound to compete for the attention of lawmakers. While the content of the Commerce Report remains a mystery, it is said to favor a form of self-regulation - which is the FTC's position as well.
Some online ad pros see the passage of aggressive privacy legislation as inevitable in the long run. Eric Picard, a longtime Microsoft executive who is now chief product officer of ad technology firm Traffiq, believes the U.S. may follow the path of the European Union in requiring an opt-in for cookie-based ad targeting.
"I personally can't imagine a world where FTC doesn't regulate - [where it] doesn't say people have to opt in to be behaviorally targeted," he said earlier this week.
Picard made the comment about the FTC before the Commerce Department emerged as a dark horse in the online privacy debate. Until this summer, the issue has been mainly the responsibility of the FTC. The Commerce Department is home to the National Telecommunications and Information Administration, as well as the Census Bureau, the Patent and Trademark Office, and several other bureaus.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
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.
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.