CDD Study Warns of Downsides of Multicultural Marketing
Wants race and ethnicity to be classified as sensitive info
By John Eggerton -- Broadcasting & Cable, 2/18/2013 1:30:35 PM
The study concludes that multicultural marketing is flattering to the degree that it shows that Hispanic, Africanâ€American and Asian-ÂAmerican online consumers are an economic force to be reckoned with and courted. But it points out that targeted marketing can also be more successful at delivering messages that, if past is prologue, have not always benefitted that audience, whether it is for fast food or "dodgy" lending schemes.
"Multicultural digital consumers must be on guard and protect their own interests against the
digital advertising onslaught aimed squarely at them, by filtering out the beneficial from the harmful," the study concludes.
CDD, which has been a leading voice for more government attention to online marketing and targeting, has been pushing for racial and ethnic info to be classified as sensitive data subject to stronger government protections.
"With rare exceptions, policymakers and the FTC have failed to address how race is being used in the Big Data era to target consumers for financial, health and other services," CDD executive director Jeff Chester told B&C.
Chester says the study is the first of a series of studies it plans to release this year to try and help drive debate about online consumer protection, though Chester has long suggested there should be no debate about the need for stronger protections.
No related content found.
No Top Articles
Digital Rapids provides market-leading software and hardware solutions, technology and expertise for transforming live and on-demand video to reach wider audiences on the latest viewing platforms more efficiently, more effectively and more profitably. Empowering applications from..more