FTC Targets Native & Mobile Advertising
Jessica Rich, who recently was made the director of the Federal Trade Commission’s consumer protection bureau (she was formerly the director of financial practices with the FTC), recently did an interview that was published on adweek.com. In the interview, she talked about a number of important topics that will be over interest to all marketers, especially those who are involved with native and mobile advertising.
When asked the question, “What ad trends are you seeing that could warrant FTC action?” Jessica responded saying, “Native advertising will be a huge and continuing theme in our work. I want to make a broader push into mobile, mobile security, mobile payments, making sure we are able to bring mobile investigations, just as we are able to bring brick-and-mortar investigations.”
In addition to being the new FTC director of consumer protection, Jessica is widely seen as the expert in privacy concerns within the FTC. She has long been an advocate for improved privacy options for Internet users. In the interview, she discussed the importance of ensuring users knew what information they were sharing with companies, and what that information would be used for. It is also important for individuals to have an easy way to opt out of sharing this type of information.
When asked about privacy, she said, “I don’t think consumers have any idea that when they give up information it could be sold again and again to multiple companies and there are really no limits on it.”
She closed with a comment about her desire to increase the amount, and effectiveness, of government legislations surrounding privacy and data protections. She believes that legislation is an important tool that can be used to help protect Internet users, and she wants to work with legislators to pass effective laws.