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New federal privacy bill poses challenges to marketers: DMA

April 13, 2011

Senators John McCain (R-AZ) and John Kerry (D-MA) introduced the Commercial Privacy bill of Rights of 2011 on April 12, imposing stiff regulations on behavioral targeting and collection of consumer data online, which could dramatically undercut the way that luxury brands market themselves in every channel.

The bill, which has been set in place in order to maintain citizens’ privacy, illustrates that customers can now opt-out of ads and choose whether or not marketers can directly target them. This will make it very difficult for transmission of data to third-party sources, hindering not only digital marketing, but any form of advertising.

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