IAB Issues Privacy Guidelines for Net Marketers
The Internet Advertising Bureau (IAB), seeking to standardize personal privacy protections for Internet users, last week issued a series of voluntary privacy-protecting guidelines for online marketers and advertisers to follow.
The guidelines require Internet merchants and advertisers to conspicuously post their information gathering and privacy policies on their Web sites while indicating whether any data is shared with third parties and providing consumers with a method to opt out from having their personal information shared with anyone.
Internet marketers and advertisers would also be required to develop policies and procedures to protect the security of personally identifiable data that’s collected while indicating if they supplement that data from third parties.
Merchants and advertisers that supplement data about their customers from third parties are required to provide those customers with information about the privacy policies and practices of that third party.
Also, companies involved in international trade, particularly with European-based operations, are required to comply with the personal privacy protection agreements between the U.S. and the European Union.
