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31 Hastings Comm. & Ent. L.J. 369 (2008-2009)
Targeting Bad Behavior: Why Federal Regulators Must Treat Online Behavioral Marketing as Spyware

handle is hein.journals/hascom31 and id is 387 raw text is: Targeting Bad Behavior: Why Federal Regulators Must Treat Online Behavioral Marketing as Spyware by HEATHER OSBORN NG* I. The Practice of Online-Targeted Advertising ............................................... 370 A . Introduction ........................................................................................... 370 B. Background on Targeted Advertising .................................................... 371 1. H ow It W orks ................................................................................. 37 1 2. Huge Growth in the Past Year and Impact of M edia C onsolidation ....................................................................... 373 C. Comparing and Contrasting Spyware to Targeted Advertising ............. 373 1. How is Spyware Similar to Targeted Advertising? ........................ 373 2. How Does Spyware Differ From Targeted Advertising? ............... 374 II. The Threats of Unregulated Online-Targeted Advertising ........................... 375 A. Consumers Make Uninformed Choices ................................................. 376 B. Power Imbalance by Ad Companies Who Use Information to M anipulate B ehavior ............................................................................. 378 C. Distributive Justice Concerns ............................................................. 380 D. Concerns About Young People's Privacy .............................................. 380 E . H ealth Issues .......................................................................................... 38 1 F. Monopoly Profits by Large Companies ................................................. 381 G. Misplaced and Misused Private Data ..................................................... 381 III. The Limitations of Current Legislation, Self-Regulation, and Proposed L eg islation .................................................................................................... 3 8 2 A. Gray Area of Privacy Law and Cyberspace Law ................................... 382 B . Federal L aw s .......................................................................................... 383 C . S tate L aw s .............................................................................................. 383 D . Self-R egulation ...................................................................................... 384 E. Proposed Do Not Track Federal Legislation ...................................... 386 Mrs. Osbom Ng is a 2008 Juris Doctor graduate of University of San Francisco School of Law. She thanks Professor Susan Freiwald for her insightful comments and meticulous editing of this article. Additionally, she thanks her husband, Patrick, and daughter, Ainsley, for their love, patience and support.

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