If given the opportunity to opt-out of having my consumer information, i.e. cookies, IP address, location etc., collected without my knowledge for behavioral advertising, and maintaining some degree of online privacy, I would definitely opt-in. I like the fact that I’ll be given a choice and not have my information surreptitiously captured and stored without my knowledge or permission; so my cookies crumble. But if I were to see this Advertising Option Icon on different online ads I’d probably have no idea what it means and most likely not select it for fear of it actually being some sort of spyware or phishing tool. I think many others will either not notice it or avoid it for the same reason.As an aside, it’s a decent logo. What the icon represent is an “i” for information and the arrow for forward, therefore, “information forward.”
Considering that the Option Icon is scheduled to begin this fall, I haven’t heard much buzz about it. I know about it now because it’s being blogged about on e-marketing for sensible folk but wasn’t aware of it before. Have you heard about it? I think people’s awareness, or should I say lack of awareness, is going to be one of the biggest issues for this option icon. It’s ironic that this program has been formulated by the nation’s largest media and marketing associations as part of the Self-Regulatory Principles for Online Behavioral Advertising, yet it’s had the least amount of advertising and promotion. But I believe with the right, long-term awareness campaign it can gain the needed attention and as sensible folk said, become the “next big Internet seal of approval.” Eventually, it might just possibly become a standard for trusted as sites, especially for large and highly visible national companies.
Why, I say this? Because beginning it’ll be monitored and compliance enforced as well as consumer complaints managed and resolved by the Council of Better Business Bureaus (CBBB), and the Direct Marketing Association (DMA). National companies like AT&T, for instance, are obvious targets for enforcement and will more than likely adopt the program. Smaller, local businesses that advertise on local niche sites may go unnoticed and therefore may not bother to register for the program.
Which leads to my next question: how do the CBBB and the DMA intend to monitor the tens of thousands of online advertisers on the millions of websites? Doesn’t this seem like an overambitious intention? And knowing this vastness will many advertisers simply opt-out?
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I agree with you on it being okay to opt-in but, it being difficult for people to identify whether or not its safe at first. If people to don't identify the icon as being a "good thing" then it defeats the purpose.
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