FindLaw columnist Eric Sinrod writes regularly in this section on legal developments surrounding technology and the internet.
Internet users are subject to all sorts of online advertising. Often, that advertising appears directed to their specific interests and preferences. How does that happen? It occurs because of what has been referred to as behavioral or targeted advertising.
Based on information collected from Internet users relating to their prior browsing and purchasing habits, advertisers seek to customize the Internet experience so that users receive advertising content that reflects their own individual interests. While this presents some advantages to Internet users, allowing them potentially to receive and view content that may be relevant to them while possibly avoiding irrelevant content, there are some perceived disadvantages.
Indeed, privacy concerns emerge relating to the tracking of browsing habits and personal information while categorizing people within particular behavioral boxes. Thus, not too surprisingly, last year the Federal Trade Commission proposed certain principles to “address the need for greater transparency and consumer control regarding privacy issues raised by behavioral advertising.” In essence, the FTC recommended transparency, customer control, reasonable security and limited time periods for retention of data relating to customer data."
Eric Sinrod is a partner in the San Francisco office of Duane Morris LLP (http://www.duanemorris.com) where he focuses on litigation matters of various types, including information technology and intellectual property disputes. His Web site is http://www.sinrodlaw.com and he can be reached at ejsinrod@duanemorris.com. To receive a weekly email link to Mr. Sinrod’s columns, please send an email to him with Subscribe in the Subject line.
This column is prepared and published for informational purposes only and should not be construed as legal advice. The views expressed in this column are those of the author and do not necessarily reflect the views of the author’s law firm or its individual partners.
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