The Federal Communications Commission (FCC) announced a new law last October, with the objective of enhancing the protection of online data. This new measure will now force internet service providers to ask their clients for permission when it comes to information gathering and sharing. This is targeted particularly at preventing online ads, as they are known to follow users around and use their browser history and search patterns to present them the most “suitable” offers.
In the complex world we live in, nothing is simply stated without someone arguing or throwing rocks at your opinion. The same happens with law approval, as this one is not different either, even if marketers from their side claim that existing policies are good enough and that the data from browsing and apps is essential for targeted advertising. With the new FCC’s rule, consumers have the last word as they can choose whether to share the aforementioned information. Companies fear and believe that the majority of internet users will choose not to share information, reducing the amount of data they collect.
In addition to an already messy situation, the rule is even more controversial since it leaves the so-called “edge-providers” – such as Google and Facebook – out of the equation. They act under the Federal Trade Commission, a different entity with its own separate privacy standards. In short, what is criticized is that the restriction only applies to a part of the advertising industry, which will result in more power being given to the other one.
Although regulators still have to consider this new announcement, which will possibly be decided in court, consumers can expect an overall increase in Google ads. Forcing ISPs to regulate the data collected for targeted advertising purposes can “clear the ground” for Facebook and Google to plant their own advertising roots, since they will still be collecting information regardless of consumers’ prior order. As we all know, Google likes to know everything about its customers. Users can expect to still be targeted via YouTube videoswatched, websites visited, and much more, as there is nothing that can prevent the company from targeting a specific audience with a specific advertisement.
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