A growing trend online (and one more subscription content sites should be taking advantage of) is behavioral targeting, a.k.a. online behavioral advertising.In short, subscription sites can “cookie” site visitors. After those visitors exit and go to another site, subscription sites can run an ad on the new site. (You can spot an ad using behavioral targeting by the little arrow with an “i” in the top right corner. If a visitor clicks on this icon, they will be told why they were targeted and how to get out of it.)A number of organizations got together to create self-regulatory guidelines for behavioral targeting, promising to give consumers real-time notice and choice about the collection and use of their data. But despite this, behavioral advertising and targeting is facing “an increasingly stringent regulatory environment,” according to attorney Richard Eisert, partner at Davis & Gilbert, LLP in New York.The ability to self-regulate has been critical to allowing online companies to innovate their advertising methods to suit changing technologies. That’s why it’s so important that any sites using behavioral targeting — including subscription content sites — adhere to the self-regulatory framework and any new laws passed by federal and state governments.Fortunately, Eisert will be conducting a legal workshop for attendees of Subscription Site Summit who are interested in asking questions about behavioral advertising, as well as CAN-SPAM, copyright and privacy. If you want expert legal advice from an attorney familiar with the issues concerning content publishers and subscription sites, buy your ticket to the Summit today.