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Glenn Manishin & Jonathan ArmstrongDuane Morris LLP
12th August 2010
Pushing Product Online - Blogs, Bugs & Behavioral Ads
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United States
• FTC rules the domain, without rules– Website privacy policies– Endorsement guidelines– Feb. ‘07/09 Staff Reports re behavioral advertising– “Do Not Track” list
• House Bi-Partisan Privacy Caucus inquiry (Markey, Barton)
• Privacy legislation—BEST PRACTICES Act (H.R. 5777)
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Legal Issues
• CFAA, ECPA/SCA• Invasion of Privacy Act (Cal. Penal Code §
631)• FTC COPPA review (“sensitive” and children’s
data)• Antitrust (Google/AdMob, etc.)• Spyware and DPI, e.g., Valentine v. NebuAd,
No. CV-08-5113 (N.D. Calif.).
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Battlegrounds
• IAB self-regulation, CDD complaint• Dueling House bills (Reps. Boucher/Stearns
v. Rush)• Wall Street Journal expose 4 Aug. 2010
– On the Web's Cutting Edge, Anonymity in Name Only
• DoC Internet Policy Task Force (NOI)• State legislation/preemption, e.g., 2009 New
York S.B. 616
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Resources
• FTC Staff Report —http://ow.ly/2m3mI
• CDD complaint — http://ow.ly/2m3KH
• WSJ series — http://ow.ly/2m4lw
• BEST PRACTICES Act — http://ow.ly/2m4Fe
• Commerce Dept. Internet Policy Task Force — http://www.ntia.doc.gov/internetpolicytaskforce
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Europe
• New EU Directive passed Nov 2009• Article 29 WP Opinion June 2010
– Opt out not enough– Must be informed consent– ‘simple and effective mechanisms’– No behavioural ads to children
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UK
• OFT• ICO• OFCOM• ASA
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UK existing law
• Data Protection Act 1998• Privacy and Electronic Communications (EC
Directive) Regulations 2003• Consumer Protection from Unfair Trading
Regulations 2008
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OFT
• Market Study published in May– Close working with IAB– Clear notices and opt-in– ICO prosecutions– Use of fair trading laws
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ICO Consultation
• New Code of Practice July 2010– Special effort on ‘behind the scenes’
processing e.g. airline pricing– ‘simple means of disabling’– Recognition of the role of browser
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Resources• Computer Weekly –
www.tinyurl.com/jpa012• Webcasts - www.tinyurl.com/jpa007• ICO Code of Practice – www.
tinyurl.com/jpa020• OFT – www.tinyurl.com/jpa019
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Las Vegas | Atlanta | Miami | Pittsburgh | Newark | Boca Raton | Wilmington | Cherry Hill | Princeton | Lake Tahoe | Ho Chi Minh City | Duane Morris LLP – A Delaware limited liability partnership
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