The issue of privacy may be the most prominent battlefield in the ongoing e-marketing war that pits government legislation against industry self-regulation. As a recent article in Advertising Age magazine explains, some e-marketing strategists have adopted new technologies to not only fend off government regulation of internet data collection, but to give individual internet users more control of how their data are being used by companies that advertise on the internet. Last month, a company called Better Advertising launched a trial of its “Power I” (Eye) system. Used by several Fortune 500 companies like AT&T, American Express, and Microsoft, the “Power I” system places an icon in the corner of every internet ad that, when clicked, brings up a window with more information about the ad, information on the company that placed the ad, and most importantly, a method for the internet user to opt-out of specific interest-based advertising providers. Not only does Better Advertising believe that its new system gives consumers access to clear information and choices, but it also believes that it provides evidence of ongoing compliance with new industry self-regulatory guidelines. Why should e-marketing strategists be interested in self-regulation? Read my e-marketing class blog to find out what Washington may have in store for online advertisers.
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