Venable partner Stu Ingis was quoted in a New York Times story about the introduction of the “Power I” icon to internet advertising that is delivered to internet users based on their browsing habits. The introduction of the icon is one of many self-regulatory measures being adopted by the advertising industry in lieu of government regulation of “behavioral advertising.”
According to Ingis, there is no legal requirement for members of the industry coalitions developing the self-regulatory guidelines, which include leading internet and consumer products companies as well as internet advertising networks members, to adopt the icon. However, he said, he expects that consumers will be more receptive to overtures from advertisers following the guidelines and adopting the “Power I” logo, and “[those companies will] wind up capturing a large percentage of the marketplace.”