FTC Releases Final Principles on Behavioral Advertising - Press Room

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Hogan Lovells Publications

"FTC Releases Final Principles on Behavioral Advertising." Privacy Update, Hogan & Hartson LLP, 13 February 2009

Lynda K. Marshall, Mark Paulding, Tracy B. Gray, Jamillia P. Ferris, Mary Ellen Callahan

Download PDF: FTC Releases Final Principles on Behavioral Advertising

The Federal Trade Commission (FTC) staff have just issued a supplemental report that finalizes its December 2007 draft Self-Regulatory Principles for Online Behavioral Advertising. The revised principles are guidelines for best practices in online advertising activities – advertising that is targeted to individual consumers based on their Internet activity such as searches, Web sites visited, or content viewed. While the report on its face continues to support self-regulatory programs for behavioral advertising, there is also the potential that the guidelines could be used as the basis for future FTC enforcement actions.