The United Kingdom on Digital Advertising
Day by day, digital marketing is increasingly seen as invasive of users’ personal data, rightly or wrongly. Take for example the leaked video titled “The Selfish Ledger,” a disturbing glimpse into the near-future of the intuitive technologies. Whether it is reality or not belies the concerns raised.
Arguably, digital technology can deliver content users are inclined to consume with targeted ads. From the marketplace perspective, this is a very efficient way to deliver ads of interest and not random pitches. But it also raises concerns about how deeply the technology can dip into personal data and whether consumers are informed about what they are sharing. Beyond blind consumerism, it is argued that analytic tools can be used to determine how you respond to an item and even influence the pages and posts you are exposed to in your web browsing.
The United Kingdom’s Competitions and Marketing Authority (CMA) has now expressed its concern in a very direct fashion.
Beginning July 3rd, the CMA launched an investigation into the alleged harm digital advertising has on consumers. More specifically, the purpose of its investigation is to see how much control consumers have over their personal data, and if these activities are anticompetitive in a free market
An invitation was extended to those concerned with the issue to submit comments. The window for commentary closed July 30th, and the investigation is well underway. From now until January 2nd, 2020, the CMA will be collecting data on digital advertising practices across the UK. After a report outlining their findings is published, the CMA has until July 22nd of 2020 to determine whether or not further action needs to be taken. What that action, if any, might be is unknow, and speculation is a fool’s errand.
You can find the initial report here.
This begs some questions. Depending upon the CMA’s findings, could we be at yet another crossroads where control further shifts to consumers? If so, is that shift truly beneficial to consumers in a free market? What will that mean to the lure digital platforms offer advertisers? Only time will tell.