FCC proposals stun advertising trade organizations with broadening definition of 'sensitive data'
FCC proposals stun advertising trade organizations with broadening definition of ‘sensitive data’
The Drum
Laurie Fullerton
The Federal Communications Commission (FCC) has unveiled a privacy plan that threatens to disrupt the current way consumers and advertisers reach each other, with increasing concern on behalf of the ANA, 4A’s and other trade groups on the definition of ‘sensitive data.’
The coalition is challenging the FCC privacy proposal rules in a letter submitted this week complaining that if adopted the regulation will result in an onslaught of opt-in requests with all web browsing and app usage histories swept up in this new definition and which would now be considered ‘sensitive’ data.