What are the regulations around targeted online advertising?
As the shift in advertising strategies has focused more on targeted online campaigns, advertisers need to know the applicable laws in place in their countries. These pertaining to audience targeting, content, and various other facets impact the way campaigns are designed and implemented.
Data privacy laws need to be adhered to while designing campaigns targeting audiences online. In the EU, for example, GDPR backs data protection laws; similarly, California has its own data privacy laws placing limitations on use of customer data for targeted online advertising. Understanding and adhering to proper guidelines and practices is paramount when creating campaigns.
In the US, the CAN-SPAM Act regulates how commercial emails are sent, establishing guidelines for what’s considered acceptable email marketing. The FTC’s Guides Concerning the Use of Endorsements & Testimonials further regulate how reviews and testimonials can be included, along with guidelines for disclosures.
Advertisers in the US need to pay heed to COPPA (Children’s Online Privacy Protection Act) rules which dictate how websites, apps, and online services that collect information from children under 13 must adhere to certain regulations. In the UK, the Committee of Advertising Practice lists out specific rules for advertising to children in multiple media platforms, including the internet.
The Federal Trade Commission (FTC) is the US federal agency that regulates advertising, and enforces truth-in-advertising laws, along with ASCI, the Advertising Standards Council of India. In Singapore, the Advertising Standards Authority of Singapore licenses and regulates outbound marketing companies.
Online advertising can be a powerful platform for reach and engagement, but applying relevant regulations is essential to ensure legal compliance. Understanding the various laws and frameworks in place in different countries and regions is imperative to designing online advertising campaigns tailored for specific audiences.