In an effort to stave off external oversight, a group of media and marketing trade organizations has issued a set of self-regulation principles designed to standardize consumer data collection practices.
Taken as a whole, the principles offer clear requirements for informing consumers about data collection practices. The principles also recommend practices that would allow consumer to exercise control over their information. The program is expected to be implemented at the beginning of 2010.
The seven principles represent a collaborative effort between the American Association of Advertising Agencies; the Association of National Advertisers; the Direct Marketing Association; and the Interactive Advertising Bureau. Additionally, The Council of Better Business Bureaus has agreed, along with the DMA, to implement accountability programs to promote widespread adoption of the seven principles.
The principles are designed to address consumer concerns about the use of personal information and interest-based advertising while preserving marketing that supports free online content and the ability to deliver relevant advertising to consumers. The principles include:
The Education Principle, which calls for organizations to participate in efforts to educate individuals and businesses about online behavioral advertising. To this end, the digital media industry intends, in a major campaign that is expected to exceed 500 million online advertising impressions, to educate consumers about online behavioral advertising, the benefits of these practices and the means to exercise choice, over the next 18 months.
The Transparency Principle, which calls for clearer and easily accessible disclosures to consumers about data collection and use practices associated with online behavioral advertising. It will result in new, enhanced notice on the page where data is collected through links embedded in or around advertisements, or on the Web page itself.
The Consumer Control Principle, which provides consumers with an expanded ability to choose whether data is collected and used for online behavioral advertising purposes. This choice will be available through a link from the notice provided on the Web page where data is collected.
The Consumer Control Principle, which requires
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