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Future of Privacy Forum Releases Behavioral Notices Study
January 27, 2010Today, the Future of Privacy Forum (FPF) released the results of a research study which tested the effectiveness of using new icons and key phrases to provide web surfers with more transparency and choice about behavioral advertising practices. FPF launched the notices initiative in May 2009 and partnered with a number of divisions at WPP, the global marketing communications company, to launch a consumer-focused effort that would rely on the skill of advertising and communications professionals to engage users about efforts to provide relevant banner advertising. In February 2009, the Federal Trade Commission had expressed concern that privacy policies were not being read or understood, and urged the industry to develop new methods of providing notice to users about behavioral advertising practices. Full release.