Companies and other businesses who have shown interest in pursuing social media marketing must be made aware of certain developments at the federal level before going through on that front.
Jon Leibowitz, chairman of the Federal Trade Commission, says the efforts of online marketers have “fallen short” to create a do-not-track mechanism, through a 120-plus page report. The efforts, the report describes, have been overly-complicated for consumers to opt-out of being tracked for marketing information, as well as other self-regulatory efforts.
On the night before he is scheduled to testify before a congressional hearing, Leibowitz and the FTC have called for markets to voluntarily create a user-friendly mechanism that would allow consumers to easily opt-out of data collection.
The reports detailed the marketers efforts to self-regulate and described them as being slow and failing to “provide adequate and meaningful protection.”
It has been over two years since FTC first called for online marketers to provide a clear and concise way for consumers to opt out of data collection, and as it would appear, those calls have fallen by the wayside. Now, the congressional hearings are being called in.
Before being called in from of a congressional committee. Leibowitz expressed his dissatisfaction with the marketers self-regulatory initiative and said, however, that he and the FTC are not calling for privacy regulations, but are not opposed to supporting legislation in the future should it come to that.
In a roundabout way, an ultimatum has been set by the FTC, that it’s been too long and things need to change.
If you are a business or company moving towards online marketing, the FTC is looking for two things – an opt-out mechanism, and that that mechanism is user-friendly.
Some companies have responded and have gotten out ahead of any prospective legislation, most notably Mircosoft, which has included an opt-out function for its latest version of Internet Explorer.
Buzzphoria passionately believes that companies must carefully monitor where and when their messages appear online. We adhere strictly to the Word of Mouth Marketing Association’s (WOMMA) Code of Ethics along with those set fourth by the Public Relations Society of America (PRSA), as well as our own sense of keeping our clients’ best interests in mind.