Ad Agencies Challenge FCC Broadband Privacy Rules

Advertising and marketing associations joined Internet service providers in calling on the Federal Communications Commission to back off its broadband privacy proposal. The Association of National Advertisers, American Association of Advertising Agencies, American Advertising Federation, Data & Marketing Association, Interactive Advertising Bureau and the Network Advertising Initiative joined to file a petition for reconsideration at the FCC on Jan 3, the deadline for challenging the Oct. 27 order. Ad agencies had argued against the rules, saying the FCC should have aligned its regulation with the Federal Trade Commission's approach to edge provider privacy, which was more flexible and did not have an opt-in mandate for web browsing info.