On the heels of reclassifying broadband providers under last year’s net neutrality regulations changes, the FTC recently proposed sweeping changes to broadband privacy requirements.
“The plan would require broadband providers to obtain consumer consent, disclose data collection, protect personal information and report breaches. Broadband providers currently collect consumer data without consent and some use that data for targeted advertising, which has drawn criticism from privacy advocates.” – noted Entrepreneur.com.
Giving proper notice and choice is a self imposed standard for the digital marketing industry. As seen with the AdChoices standard, consumers need to be notified that they are receiving a targeted advertisement and have the option to opt-out of the targeting. Ironically, the AdChoices opt out is managed through a cookie – and this opt-out is only valid as long as the consumer maintains the AdChoices opt-out cookie.
Presumably broadband providers will enable a similar notice and choice system, though likely system wide rather than ad specific.
These changes apply to broadband providers like Verizon and AT&T, but do not apply to Google, Twitter, nor Facebook.
The proposal goes to a vote on March 31, 2016.
Source: Entrepreneur.com