Technology: FTC and self-regulatory frameworks regarding online behavioral advertising

There is no federal statute that speaks directly to OBA, but the FTC has made numerous recommendations.

The online and mobile collection of consumer data for purposes of online behavioral advertising (OBA) raises significant privacy concerns. Many consumers want advertising that is more tailored to their interests. Others may be less enthusiastic about the collection and use of data to serve advertising to them based on inferred or predicted interests.

In the last article in this series, we discuss OBA, the FTC’s proposed regulatory framework and guidance for protecting consumer data online, as well as the advertising industry’s self-regulatory efforts.

Industry self-regulation

Contributing Author

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Christopher D. Mickus

Christopher D. Mickus is an attorney with Neal, Gerber & Eisenberg LLP (Chicago). He is a partner and leader of the firm’s recently-launched Advertising, Marketing...

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