A new Federal Communications Commission privacy proposal up for a vote this month stands to fundamentally alter the way ads have been served to consumers through internet service providers like Verizon and Comcast.
The new regulations, unveiled last week by FCC chairman Tom Wheeler, would require these providers to obtain consumers’ consent before sharing and using their data for ad targeting and marketing. The proposal is scheduled to be voted on by the FCC at its Oct. 27 meeting and is likely to be approved, given that Wheeler and his fellow Democrats have a majority.
Regulation-averse marketing trade groups are, to put it mildly, worried. The Association of National Advertisers and the American Association of Advertising Agencies called the regulations an “unprecedented step” which would “upend the established and thriving Internet economy.”