N.Y. consumer privacy bill similar to already in use NAI Principles
A New York Times report has suggested what can be seen as a worst-case scenario for Web publishers and ad networks that rely on behavioural targeting of advertisements. According to the story, common uses of consumer data for ad targeting could be outlawed in the proposed legislation.
The Times wrote that the bill could “make it a crime — punishable by a fine to be determined — for certain Web companies to use personal information about consumers for advertising without their consent”.
This rule may not restrict itself to New York alone but, effectively and indirectly, become a nation-wide rule since it would be hassle-some for these companies to adhere to these rules for New York alone and they may have to make the necessary changes everywhere.
Interestingly though, the bill is almost word-for-word like the Network Advertising Initiative’s (NAI) own original self-regulation principles.
Excerpt from NAI Principles:
“Network advertisers shall neither use personally identifiable information about sensitive medical or financial data, sexual behaviour or sexual orientation, nor social security numbers, for OPM (online preference marketing)”
Excerpt from the proposed bill:
“A third party entity shall neither use personally identifiable information about sensitive medical or financial data, sexual behaviour or sexual orientation, nor social security numbers, for online preference marketing”
It is already necessary for all members of NAI to abide to these principles, and the already instated principle disallows the use of personally identifiable information for ad targeting without consent.
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