DMA Says Privacy Bill Would Hurt Online Advertising

DMA critical of Boucher bill

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The Direct Marketing Association has voiced its opposition to a draft of a privacy bill introduced this week by Representatives Rick Boucher (D-VA) and Cliff Stearns (R-FL).

The DMA says the draft bill has potentially sweeping impacts for direct marketers working across every marketing channel, from direct mail and telemarketing to email, Internet and, mobile marketing.

Linda-Woolley.jpg "DMA and other trade associations are in the process of implementing a significant new self-regulatory program that applies consumer-friendly standards to online behavioral advertising across the Internet, giving consumers meaningful notice and choices about the advertising they receive," said Linda Woolley, DMA’s executive vice president, government affairs. 

"We should give this program a chance to work before legislating in this area.  We look forward to working further with Representatives Boucher and Stearns, as well as other lawmakers, to find the appropriate balance between consumer privacy and business innovation so that Internet commerce can continue to be a driving force for job creation in this difficult economy."

Boucher says the draft bill is not aimed at hampering the use of advertising content and services on ecommerce sites.

"Online advertising supports much of the commercial content, applications and services that are available on the Internet today without charge, and this legislation will not disrupt this well established and successful business model. It simply extends to consumers important baseline privacy protections," Boucher said.

DMA Says Privacy Bill Would Hurt Online Advertising
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  • http://makemyownwebsiteonline.com Make My Own Website

    I guess it is natural that the DMA does not want this bill passed immediately as is. But, it makes one wonder, why? Are they not already careful when it comes to consumer privacy? What does this bill require that the DMA is not already doing?

    I am an affiliate marketer, and I don’t know the specifics of the bill, but I’m not afraid of this bill one bit. As a matter of fact, unless I’m missing something, I hope it passes.

    First of all, I am very careful when dealing with consumer privacy in the first place. So, in that aspect, I don’t think the bill would negatively effect someone like me nearly as much as it would negatively effect an internet marketer that isn’t as careful when dealing with consumer privacy. In which case, this bill would have a positive effect in weeding out careless internet marketers, who have little to no regard for consumer privacy. So, that would be a good thing. It would benefit internet marketers that already respect consumer privacy by weeding out competition that is just there to selfishly siphon hard earned money from online consumers.

    It will be interesting to keep one eye on this bill, and one eye on the reaction to this bill!

  • Polly

    Nice article, Mike. The question to ask now is, will the opt out eventually replace the opt in? http://lunchpail.knotice.com/2010/05/10/self-regulation-winning-ongoing-bt-battle/

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