FTC pushes for Internet privacy role

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A divided Federal Trade Commission May 22 told Congress that Web marketers' attempt at self-regulation hasn't fully worked and asked for new authority to require consumer marketers to put four-part privacy policies on their Web sites. FTC Chairman Robert Pitofsky, in comments released with the report, reiterated his questions about whether to impose the requirements on Web marketers and not also on direct marketers. Mr. Pitofsky sought no authority over the direct marketers, and he told Advertising Age May 22, doesn't intend to. "What I do want to signal is the more you get into it, the more you wonder if there is a bright line between them, but I'm not ready to go that far. If Congress wants to examine that, it ought to ask us or someone else to do that."

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Copyright May 2000, Crain Communications Inc.

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