As the use of social media by businesses increases, so does the potential for business risks. Social media advertising is the fastest growing sector of advertising and produces more targeted and interactive marketing for businesses. Due to daily development of new technologies to deliver messages to the marketplace, in-house counsel must stay abreast of not only these technologies but the potential legal risks associated with utilizing them. This program will address one of the most controversial issues posed by social media advertising, how to balance the need to track consumer information to provide targeting and relevant advertising while still allowing the consumer to protect their privacy. The panel will present an overview of the benefits and risks of social media and Online Behavioral Advertising (OBA), as well as the privacy guidelines from the FTC and Department of Commerce, proposed legislation and self-regulatory programs. Attendees will get helpful information and guidance that will be useful when reviewing and advising their internal clients on advertising, marketing and promotion materials and programs.