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EU-US Behavioral Ad Legal Trends

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Pushing Product Online — Blogs, Bugs & Behavioral Ads
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www.duanemorris.com ©2009 Duane Morris LLP. All Rights Reserved. Duane Morris is a registered service mark of Duane Morris LLP. Duane Morris – Firm and Affiliate Offices | New York | London | Singapore | Los Angeles | Chicago | Houston | Hanoi | Philadelphia | San Diego | San Francisco | Baltimore | Boston | Washington, D.C. 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 Glenn Manishin & Jonathan Armstrong Duane Morris LLP 12th August 2010 Pushing Product Online - Blogs, Bugs & Behavioral Ads
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Page 1: EU-US Behavioral Ad Legal Trends

www.duanemorris.com

©2009 Duane Morris LLP. All Rights Reserved. Duane Morris is a registered service mark of Duane Morris LLP. Duane Morris – Firm and Affiliate Offices | New York | London | Singapore | Los Angeles | Chicago | Houston | Hanoi | Philadelphia | San Diego | San Francisco | Baltimore | Boston | Washington, D.C.

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

Glenn Manishin & Jonathan ArmstrongDuane Morris LLP

12th August 2010

Pushing Product Online - Blogs, Bugs & Behavioral Ads

Page 2: EU-US Behavioral Ad Legal Trends

www.duanemorris.com

Page 3: EU-US Behavioral Ad Legal Trends

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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)

Page 4: EU-US Behavioral Ad Legal Trends

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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.).

Page 5: EU-US Behavioral Ad Legal Trends

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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

Page 6: EU-US Behavioral Ad Legal Trends

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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

Page 7: EU-US Behavioral Ad Legal Trends

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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

Page 8: EU-US Behavioral Ad Legal Trends

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UK

• OFT• ICO• OFCOM• ASA

Page 9: EU-US Behavioral Ad Legal Trends

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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

Page 10: EU-US Behavioral Ad Legal Trends

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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

Page 11: EU-US Behavioral Ad Legal Trends

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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

Page 12: EU-US Behavioral Ad Legal Trends

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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

Page 13: EU-US Behavioral Ad Legal Trends

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©2009 Duane Morris LLP. All Rights Reserved. Duane Morris is a registered service mark of Duane Morris LLP. Duane Morris – Firm and Affiliate Offices | New York | London | Singapore | Los Angeles | Chicago | Houston | Hanoi | Philadelphia | San Diego | San Francisco | Baltimore | Boston | Washington, D.C.

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

.

Questions

[email protected]

[email protected]


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