158 Marketing Trends found for Regulation

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Four Major Threats Confront Internet in Coming Decade

Trend Summary: A poll of thousands of thinkers, business-people, analysts and other technology followers has revealed the most likely threats to the internet by 2024.

Nonpartisan US think tank Pew Research Center has marked its 25th anniversary by inviting thousands of respected technology users to consider how the internet might look within the coming decade. Also the factors that cause them most concern. Although many survey respondents were optimistic, they cited risks to innovation that can’t be ignored. Among the main risks, say these experts, the four most likely threats are ...

... meddling by countries, evaporation of trust, control of the internet by corporations and backlash to TMI (an acronym for 'Too Much Information').

The four specific concerns cited by the cyber gurus are:

  1. Meddling by Countries: “Actions by nation-states to maintain security and political control will lead to more significant blocking, filtering, segmentation, and balkanization of the internet.”
  2. Evaporation of Trust: “Trust will evaporate in the wake of revelations about government and corporate surveillance and likely greater surveillance in the future.”

  3. Corporations control the internet: “Commercial pressures affecting everything from internet architecture to the flow of information will endanger the open structure of online life.”
  4. Backlash to ‘TMI’: “Deteriorating trust, meddling by nations and pressure from commercial interests are the threats to the future of the Internet that technology experts fear most.”

Among the pontificating gurus contributing to the survey is Vint Cerf, Google vice president and co-inventor of the internet protocol.

Says Mr Cerf: "I don’t know which force - censorship or spying -will lead to greater degradation of net freedoms. Both come from government."

"Nonetheless, I still hold hope that technologists and hackers can stay one step ahead of slow government and rob them of their stakes claimed in the net. Thus I also hope that technologists - programmers, mathematicians, statisticians, et al - will begin robust discussion of the ethics that govern their own power and how they will use it for public good."

Read the original unabridged WSJ.com article.

[Estimated timeframe: Q3 2014 - 20204]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6360

ICANN Plans Decentralised Internet by 2015

Trend Summary: The non-profit organisation, which effectively governs the internet under a contract with the US Department of Commerce, plans to switch to a decentralised internet system by 2015.

The Internet Corporation for Assigned Names and Numbers [ICANN], the US controlled body that assigns generic top level domain names such as .com, .org, .berlin and .uk, is aiming to oversee the decentralisation of the internet come October 2015. According to German newspaper Deutsche Welle, the shock announcement ...

... "electrified" this week's ICANN 49 meeting in Singapore.

"We're in a situation where the announcement was only made last week so we're into an interesting period of reflection," says Nigel Hickson, ICANN's vice president for global stakeholder engagement in Europe.

Hickson, who was at the meeting in Singapore, along with 2,000 other delegates, including academics, lawyers, business people, members of civil society and governments, says the timing of the US announcement is important.

But he also refers to the plans as a "proposed transition," which clearly hints at the mammoth task ahead. This is not only about "names and numbers" - it's time to talk about the future of the global governance of the internet.

Says Mr Hickson: "Someone or something has got to run the Domain Name System (DNS). And if you're going to have a single open internet, rather than lots of fragmented internets, you need a technical infrastructure that is managed in a way that it remains open."

Specifically, the US is giving up its control of the IANA function, whch oversees the global coordination of the DNS Root, IP addressing, and other Internet protocol resources.

This involves the allocation of unique names and numbers for use in Internet protocols - domain names and Internet Protocol (IP) addresses. IANA falls under ICANN's remit.

A non-profit organization, ICANN takes care of internet databases. It also doles out generic Top Level Domain names [gTLDs], such as .com, .org, .berlin and .africa, and effectively governs the internet under a contract with the US Department of Commerce.

Read the original unabridged Deutsche Welle article.

[Estimated timeframe: Q2 2014 - Q4 2015]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DW.de
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6338

China President Warns of Economic Slowdown

Trend Summary: China's president has warned that the nation's hitherto explosive growth is slowing down - a trend with global economic implications.

Speaking over the weekend to the Xinhua news agency, China's president Xi Jinping warned: “We must boost our confidence, adapt to the new 'normal' condition based on the characteristics of China’s economic growth in the current phase, and stay cool-minded.” President Xi's warning follows the publication of weakening trade and manufacturing data which indicate that economic growth slowed in the latest quarter to ...

... 7.4%.

This follows the nation's expansion of 7.7% in 2013 and vies with 2012 for China's weakest performance since 1999.

The ruling Communist Party is trying to steer the economy to self-sustaining growth based on domestic consumption instead of investment and overseas trade.

Official plans call for annual trade growth of 7.5% in 2014, although total imports and exports in the year to date are down by 0.5%.

Despite demands for increased state stimulus, other leaders have ruled this out. However, unexpectedly weak demand for Chinese exports forced Beijing to backtrack and launch mini-stimulus efforts in 2013 and in the current year to March 31.

Read the original unabridged South China Morning Post article.

[Estimated timeframe: Q2 2014 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: South China Morning Post
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6326

Internet Usage Declines in Wake of Snowden Revelations

Trend Summary: Internet usage is contracting in the wake of  last year's revelations of eavesdropping and surveillance by US government agencies.

The exposure last year by dissident Edward Snowden of the US government's online survellance of its own citizens - and those of allied nations - may have contributed to to a significant decline in internet usage, according to a report published this week by Nielsen-owned Harris Interactive. Following Snowden's exposure of the National Security Agency's phone and internet surveillance, a poll of over 2,000 people revealed that  ...

... significant numbers are sending less email, curtailing their online shopping and banking, and generally being more careful about what they do online.

Comments Stephen Cobb, a researcher at security company ESET which sponsored the Harris study: “I think we are seeing something significant here. I don’t recall the internet going backward at any other time.”

Of the 2,000+ respondents to the Harris survey:

  • 47% said that they have “changed their behavior and think more carefully about where they go, what they say, and what they do online.”
  • 26% said they are shopping less online. Among people aged 18-34, 33% said they were doing less online shopping.
  • 29% of women said they were doing less shopping online, compared with 23% of men and 26% overall.
  • 29% of people aged 18-34 said they had reduced online banking.
  • 24% of respondents said they were “less inclined to use email.”

According to Mr Cobb: “I don’t think people have short attention spans on this topic, and this news is ongoing. This is historic."

"Twenty years from now, when people say ‘do you remember those privacy issues,’ the answer is going to be yes. This is on par with Watergate. We are seeing reforms and legislation emerging, just like Watergate.”

Read the original unabridged Blogs.WSJ.com article.


[Estimated timeframe: Q1 2014 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Blogs.WSJ.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6302

Web Guru Demands Online 'Magna Carta'

Trend Summary: Sir Tim Berners-Lee, founder of the world wide web, this week warned that the system is under increasing attack from governments and corporations alike.

Speaking to The Guardian newspaper yesterday, Sir Tim Berners-Lee said that new rules are needed to protect the "open, neutral" system, urging that an online "Magna Carta" is needed to protect and enshrine the independence of the medium he created back in 1989. He also urged that action be taken to ...

.. protect the rights of web users worldwide.  

"We need a global constitution – a bill of rights", he said.

Sir Tim's "Magna Carta" plan is part of a wider initiative called "The Web We Want". This urges people in each and every nation to generate a digital bill of rights – a statement of principles he hopes will be supported by public institutions, government officials and corporations.

Warns the web guru: "Unless we have an open, neutral internet we can rely on without worrying about what's happening at the back door, we can't have open government, good democracy, good healthcare, connected communities and diversity of culture.

"It's not naive to think we can have that, but it is naive to think we can just sit back and get it."

In the wake of revelations by whistleblower Edward Snowden regarding the illicit activities of America's National Security Agency, Berners-Lee has been an outspoken critic of the US and UK spy agencies' surveillance of citizens.

In the light of what has emerged, he said, people are looking for an overhaul of how the security services are overseen.

Sir Tim's views also echo across the technology industry, where there is particular anger about the efforts by the NSA and Britain's GCHQ to undermine encryption and security tools – something many cybersecurity experts say has been counterproductive and undermined everyone's security.

Read the original unabridged TheGuardian.com article.

[Estimated timeframe: Q1 2014]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: The Guardian.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6286

EU Slams US Government and UN Over Internet Control

Trend Summary: The European Union has declared its opposition to control of the internet by the US government and/or the United Nations.

Neelie Kroes, the European Union's former Commissioner for Competition and Technology, now EU vice president, has staked-out the trade bloc's stance over reforming the internet’s infrastructure. Governance of the internet, Ms Kroes believes, should not be in the hands of the United States or United Nations. Instead,she argues that control should be shared by ...

... individual governments, companies, civil society and others.

Outlining the EU executive's position vis-a-vis oversight of the internet, Ms Kroes told reporters: “The debate is happening at a time of broken trust, not least because of surveillance scandals, and at a time when many governments want to take more control of the internet. We are rejecting a United Nations takeover or governmental takeover of internet governance.”

The EU's position, according to Ms Kroes, is that recent revelations of large-scale surveillance have called into question the stewardship of the USA with regard to internet governance.

She posits that in order to “broker a smooth transition to a more global model, while at the same time protecting the underlying values of open multi-stakeholder governance of the internet,” who better than Europe to find the middle ground between the US and those authoritarian nations that prefer to crack down on internet freedom?

“Internet governance is going to rise up the political agenda over the next two years,” she said, which would be “make or break” for the open internet as we know it."

“We don’t need government control. What we need is to globalise the current multistakeholder model.”

Read the original unabridged WSJ.com article.

[Estimated timeframe: Q1 2014 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6263

'Native Marketing' Deception Alarms FTC

Bottom Line Trend: The Federal Trade Commission has warned advertisers it will vigorously enforce its rules controlling Native Advertising.

So-called 'Native Advertising' - ads that appear in online and offline publications, masquerading as news stories or editorial features - have received a stern warning from US regulatory body, the Federal Trade Commission. Native advertising has recently grown more aggressive, especially online. The practice enables brands to target specific audiences and individuals, also to get ... 

... instant feedback when consumers react to what has been displayed. 

There's nothing new about such practices. Three or four decades ago door-to-door salesmen portrayed themselves as opinion pollsters; these days web pages masquerade as unbiased magazine articles. Even when such information is openly labelled as advertising, consumers are frequently misled. 

Addressing several hundred advertisers, academics and media executives at a conference on Native Advertising earlier this week, FTC chairwoman Edith Ramirez conceded that "the delivery of relevant messages and cultivating user engagement are important goals. That is the point of advertising.”

FTC officials said recent surveys of online publishers revealed that 73% offer native advertising opportunities on their sites, while an additional 17% are considering doing so this year.

Some 41% of brands and one-third of advertising agencies currently use such methods, the FTC reports.

According to Chris Laird, marketing director for brand operations at Procter & Gamble, sponsored content enables the company to “immediately measure the impact it is having on our business.”

Vigorous discussion during the conference made it clear that advertisers and marketers are loath to label an “advertisement” as such.

Says Robert Weissman, president of consumer advocacy group Public Citizen: "The word ‘advertisement’ tells people what is being done to them. The whole point of the word ‘sponsored’ is to avoid calling it what it is."

However, David J Franklyn, University of San Francisco law school professor, said preliminary results from his research showed that as many as 35% of the consumers in groups he has studied could not identify an advertisement even when it said “advertisement” on it.

While roughly half of the survey sample indicated they did not know what the word “sponsored” meant.

[Estimated timeframe: Q4 2013 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: NYT.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6222

US Government Heeds 'Native Advertising' Concerns

Bottom Line Trend: So-called 'native advertising' looks to be the marketing industry's 'Next Big Thing'.

The fact that the US government is about to take an active interest in 'Native Advertising' suggests that this melange of ads with editorial content is likely to face a controversial future. This week the first rumblings of government interest [and possible intervention] emerged when the Federal Trade Commission announced it will host a workshop on native ads in Washington DC on December 4. The event will invite representatives from the publishing and advertising industries, as well as ... 

... consumer advocates and industry organisations.

Entitled "Blurred Lines: Advertising or Content?”, the workshop will examine:

  • The ways that native ads are presented to consumers 
  • Consumers understanding of native ads
  • Distinguishing native ads from editorial content. 

Some industry organizations have already acted to create self-regulatory frameworks governing native ads.

In October, the American Society of Magazine Editors released an updated version of its editorial guidelines with new suggestions for best practices related to native advertising.

Among many recommendations, the guidelines advise that native ads “should not use type fonts and graphics resembling those used for editorial content and should be visually separated from editorial content.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q4 2013 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6208

New EU Data Laws Could Shackle Marketers

Bottom Line: Marketers operating within the European Union are likely to be shackled by stringent new EU data protection laws.

The ongoing battle between big data and individual privacy reached its zenith earlier this month when the European Parliament voted in favour of harsh new data protection regulations. Predictably this was not to the liking of adland's trade bodies, among them the World Federation of Advertisers and the EU-focused Industry Coalition for Data Protection (whose membership includes the WFA and the EU branch of the American Chamber of Commerce), all of whom were ... 

... furiously lobbying ahead of the vote in the hope of negotiating a lighter-touch regime that takes into account the interests of business. 

Argues Malte Lohan, director of public affairs at the WFA: "The European Parliament wants to make the toughest privacy law the world has ever seen. The EU is championing the rights of citizens, but it's not that straightforward - this could undermine the digital economy."

The first crucial issue is around the definition of personal data.

The Data Protection Regulation could include not only personal information like names, bank details and passport numbers, but all sorts of identifiers that marketers routinely use – and consider to be anonymous -- in the world of big data.

The second - and equally crucial - bill centres on the definition of consent.

It seeks explicit, prior, opt-in consent at every turn, asking consumers to negotiate a cookie wall before they can engage in such routine activities as checking the weather or viewing the news.

Posits Mr Lohan: "From a marketer point of view it's totally disproportionate."

The proposals were first outlined last year. Since then, Jan-Philipp Albrecht, a Member of the European Parliament who represents the German Green Party, has been working on refining the complex document.

Reports AdAge: "Mr Albrecht specializes in civil liberties and is tough on privacy issues."

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q4 2013 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6194

Technology Set to Replace Online Self-Regulation

Bottom Line: Self-regulation of America's online advertising industry has failed, with advertisers and agencies dependent on technology in the future.

According to Wall Street Journal correpondent John Bussey, the USA's $37 billion online advertising industry has failed miserably in its self-regulatory effort to prevent tracking and enforce personal privacy policies. Moreover, predicts Mr Bussey, it will be the free market, not the US government, that tightens the future screws on adland. Tracking is big business - and not only in the USA - where in 2012 internet ad revenues soared to ...

... $37 billion according to the Interactive Advertising Bureau.

The Federal Trade Commission and consumer groups in the USA - along with the European Commission and national regulatory authorities elsewhere on the globe - have long sought a do-not-track protocol that will guard privacy.

This would give internet users a one-click option to prevent marketing firms and websites from placing cookies on their computers.

But after two years of negotiation and missed deadlines, the effort to find a solution through industry self-regulation collapsed earlier this summer. 

Trade groups such as the US Direct Marketing Association, claim that the privacy issue has already been addressed, citing the Ad Choices icon that appears on internet ads which, if clicked, transfers the user to a site where he/she can opt out of receiving behavioural advertising.

Not everyone is convinced by the DMA's claim. "Technology is going to overtake this process if the process doesn't come up with a solution that allows consumers to opt out of collection of information by third parties," says Jon Leibowitz, who stepped down as head of the Federal Trade Commission this year.

Meantime, browsers such as Apple's Safari already have cookie-blocking capability. It's likely to get refined as consumers and regulators look for better solutions.

And Mozilla's Firefox is working on a more comprehensive default blocking option, although Google's Chrome has [predictably] been slower to join the party.

Read the original unabridged WSJ.com article.

[Estimated timeframe: Q3 2013 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6156

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