AdAge offers its top three privacy changes to plan for in 2014. California’s Do-Not-Track (DNT) law has gone into effect, mandating websites indicate in their privacy policies how they respond to DNT signals. Interactive Advertising Bureau Senior VP and General Counsel Mike Zaneis said, “There’s always smoke in a handful of state legislatures, but there’s only fire in California.” In light of NSA surveillance of Europe, the EU is expected to come down strong on its Safe Harbor agreement with the U.S. ZwillGen Privacy Counsel Mason Weisz said, “The Europeans are upset, and I think there will be some attempt to placate them in the U.S.” Finally, industry and federal enforcement is expected. The Better Business Bureau has promised to increase enforcement in the behavioral advertising ecosystem, while the Federal Trade Commission is expected to bolster enforcement of the recently updated Children’s Online Privacy Protection Act. With pressure from industry and federal regulators, Weisz said it will “encourage companies to make more representations … and more representations means more risk.”
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