Opting in to better online privacy protection

The new Internet service provider privacy rules mandate that consumers must affirmatively opt-in to allow ISP sharing of their app and browsing histories, mobile location data, and any other identifiable information that can be gleaned from internet use. Otherwise, ISPs will be prohibited from undertaking such activities. Behavioral information is the fuel for online targeted advertising. This allows advertisers to tailor their messages and sales offers to consumers who best fit their buying profiles. To advertisers, aggregating real-time information online about consumer interest has significant economic value.

For now, better consumer education should inform the general public about when and how to opt in or opt out, and which entities offer which option. Here, an impactful public service advertising campaign coordinated by The Advertising Council, the non-profit organization and the largest producer of public service programs in the United States, may be an important next step.