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So, You Answered No to Question 8?

To ensure compliance with FTC regulations when engaging in retargeting advertising strategies, it is necessary to take specific steps to avoid potential violations.

Here's what you need to know:


The provided context highlights the importance of understanding the principles outlined by the FTC for protecting consumer privacy and complying with their recommendations. It emphasizes that these principles are not voluntary and that failure to comply may result in consequences from the FTC.


When engaging in retargeting advertising strategies, it is crucial to ensure compliance with FTC regulations.

Here's what you should consider:

1. Transparency and Consumer Control: The FTC emphasizes the principle of transparency and consumer control when it comes to retargeting advertising. It is important to provide clear disclosure to consumers about how their online activities are tracked over time for the purpose of delivering targeted ads based on their interests. This includes disclosing that you engage in retargeting practices and providing consumers with control options such as opting out or adjusting ad preferences.

2. Honoring Privacy Preferences: While there is no specific requirement to honor "do-not-track" signals, it is important to respect privacy preferences expressed by consumers through other means, such as opting out of behavioral advertising or using ad-blocking tools. By honoring these preferences, you demonstrate a commitment to consumer privacy and potentially avoid any negative consequences from the FTC.

3. Compliance with Terms of Service: When engaging in retargeting advertising strategies through platforms like Google and Facebook, it is crucial to adhere to their terms of service. Failure to comply with these terms may result in being banned from using these platforms, which can significantly impact your advertising efforts.

4. Self-Regulation Efforts: The online industry has made significant efforts at self-regulation when it comes to privacy protection and advertising practices. Familiarize yourself with industry guidelines and best practices, such as those outlined by organizations like the Network Advertising Initiative (NAI) or the Digital Advertising Alliance (DAA). Following these guidelines can help ensure compliance and demonstrate your commitment to responsible advertising practices.


Remember that retargeting advertising can be highly effective in reaching your target audience, but it is essential to balance its benefits with consumer privacy concerns. By being transparent, providing consumer control, and respecting privacy preferences, you can navigate retargeting advertising strategies in a compliant manner.

Please note that while I've provided guidance based on the context given, it's important to adapt these recommendations to your specific circumstances and stay updated on any changes in FTC regulations. Consulting legal professionals specializing in privacy and advertising compliance can provide tailored advice for your business.

Join FTC Guardian, whose members can connect with Chip Cooper, SaaS, Internet, and E-Commerce Attorney, Co-Founder & CEO of FTC Guardian, on live webinars twice per month. These sessions allow you to learn to navigate the new compliance risks and ask questions relevant to your situation.

In conclusion, understanding and following the principles outlined by the FTC for retargeting advertising is necessary to protect consumer privacy, build trust with your audience, and avoid potential consequences from the FTC.

FTC Guardian membership provides an easy-to-implement solution to many of your potential FTC Risks.

FTC Risks website and contents are published for educational purposes only and does not constitute legal advice.

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