Tweak Your Biz » Marketing » The Consumer Privacy Bill Of Rights And Target Marketing

The Consumer Privacy Bill Of Rights And Target Marketing



The Obama administration recently introduced a proposal that aims to provide consumers with better protection when sharing their personal information with websites online. Dubbed the Consumer Privacy Bill of Rights, the proposal is generating a lot of discussion and has already garnered the support of internet superpowers such as Google, Microsoft, and Yahoo. One of the biggest areas the new bill focuses on is targeting, a practice that has become common in the marketing world.


Do Not Track Evolves

Many pundits are viewing the Consumer Privacy Bill of Rights as an extension of the Do Not Track initiative, a policy privacy advocates first proposed to the FTC back in 2007. The main result of the movement was the creation of new features, particularly buttons that allow users to opt-out of having third-party websites track their online activity via their browsers. Internet marketers fought hard against the proposal, even going as far as to widely adopt Tremor Video’s Ad Choices option, which lets users opt-out of video-based display ads. Unfortunately for them, their efforts have fallen on deaf ears as Congress and privacy buffs in general don’t have much faith in the self regulation approach.

  • The Do Not Track movement appears to be moving forward in the form of the Consumer Privacy Bill of Rights, and while it strives to eliminate the use of a technology marketers regularly use to target users with tailored advertisements, online tracking will live on.
  • According to reports, the bill will still allow sites to track and subsequently collect data for market research and product development purposes.
  • Another interesting point relates to data usage across Facebook and Google. From the looks of it, the Consumer Privacy Bill of Rights will impose no changes on marketers utilizing data from the like or +1 button to target internet users.

No doubt, the proposed Consumer Privacy Bill of Rights has a lot of legs to it, but it all boils down to internet users having more control of their personal data. Lawmakers are aiming to arm consumers with freedoms such as the ability to know the fine details of privacy and security policies, correct inaccuracies in the data marketers have about them, and even limit the personal information they share. Seeing that many of the features lawmakers are pushing for already exist in some form, the real question is whether the Consumer Privacy Bill of Rights will prompt action from the users it aims to protect.

Where Do We Go From Here?

The Consumer Privacy Bill of Rights is supported by some of the internet’s biggest players so more than likely, it will eventually receive the greenlight from Congress. Should it pass, the legislation will be enforced by the FTC and state attorney generals from individual states. Having support from the internet community doesn’t necessarily mean the proposal is a good thing for online business, meaning marketers and their advocates will likely be watching the ongoing developments very closely.

Image: “Missed!/Shutterstock



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The Author:

Aidan Hijleh is a freelance copywriter and serves as the Non-Profit Partnership Liaison for Benchmark Email. Aidan advocates free email marketing services to assist with the flourishing of grassroots organizations. https://plus.google.com/u/0/101591156248785516705/about

Add Your Comment

  • http://www.appointmentsetting.com/ simonswills

    Target or focus on do not understand that it was being too invasive for its participants choices.  As best exercise, promoters should always be obvious in how they plan to use individual data to ensure that they never absolutely.

  • http://www.bloggertone.com Niall Devitt

    Hi Aidan & welcome to Bloggertone. I don’t want to rush to judgement here but this strikes me as a good move and one that will get rid of some of the more unsavory actions of some sites. 

  • http://twitter.com/xcelbusiness Helen Cousins

    Fantastic – some new ones for me in here. Thank you so much for this Eilish and Christina!
    ~ Helen

  • Christina Giliberti

    We aim to please Helen! Yes, plenty of stuff we can do day-to-day to incorporate into our lives. It’s an eye opener to see just how dedicated some companies and what people can do – Using food waste for fuel Vs using electronic collab to ease the paper trail. We can all contribute if we are preapared to change a little.

  • Christina Giliberti

    It really is an endless list that covers so many diverse areas. There is so much we can do, but we tend to get ‘stuck’ doing things the same way. Hopefully it’s been inspiring….I certainly learnt a few new eco tips and I’m sure Elish did too.

  • Elish Bul

    Thanks Helen! Feel free to add in any if you think we missed a few – if I see more I shall post them here. What’s great is the amount of Free online advice and resources at our Disposal too.

  • Elish Bul

    Cheers for the Support! I sure learnt a lot in the process and I also put in some of the things we do in our office. If anything – Its an easier environment now than it was 5 years ago to get good advice, products on the market or community support if you want to engage in greener Business ppractice – its mainstream now.

  • http://www.bloggertone.com Niall Devitt

    Wow, this is an incredible post! So many ideas, nuggets and practical suggestions for any business. Well done, ladies!

  • Elish Bul

    Thanks Niall – Its Also a big Team effort .Posts like these at Tweakyourbiz have the added value of being resourced from several members of the Community not just the 2 writers listed so readers are really tapping into a larger pool of practical business advice.

  • John Twohig

    Well done Elish and Christina, great post and a resource for many.

  • Elish Bul

    Thank You John! i am hopong this post is genuinely helpful tothose of us who need to survive the economic climate we are in – no pun intended

  • http://neilsisson.com/ Neil Sisson

    Wow, that post really knocks your socks off (and replaces them with non crusty sandals! :) Great work, very enjoyable read…although I think I need a nap to digest everything…

  • Elish Bul

    Thanks Neil! don’t worry its very easy to digest – 100% organic with no toxic additives or E numbers and rich in Moral Fibre too!

  • Christina Giliberti

    Wash it down with some freshly squeezed green thoughts.

  • Christina Giliberti

    Thanks John. Hopefully they’ll scrool to the end and read all of it!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Elish, Christina:
    A highly interesting read, I couldn’t click any of the “links” or I wouldn’t get to the end!!

    There are just so many ideas in there for business and home use, bound to be something everyone hadn’t thought of before – a fantastic resource to bookmark/evernote.

    Thank you Elish and Christina – an EPIC post and very timely :-)

  • Elish Bul

    Hi Elaine – Thats’ the sort of “complaint” I just love to hear! Glad to hear its Bookmark material and I hope it is of genuine help to your business. We broke it down a lot – not everyone’ is familiar with the lingo and mutlitude of techniques out there. I hope it gives them a starting block to research the solutions that work best for them. Hopefully its also a template for a 360 Degree approach to greening the business.

  • http://www.tweakyourbiz.com/ Sian Phillips

    Welcome to Tweak Your Biz Shoaib. Not being that technical I hadn’t heard of breadcrumb navigation before but now I am able to recognise it. Thanks for sharing this with the TYB audience. I look forward to your next post