Agencies To Self-Regulate Online Behavioral Ads - InformationWeek
Mobile // Mobile Applications
12:04 PM

Agencies To Self-Regulate Online Behavioral Ads

Guidelines promise to govern the use of sensitive personal data.

Four marketing and advertising industry associations will draft enhanced guidelines to govern online behavioral advertising.

The groups said Tuesday that they plan to work together to come up with practices that address privacy concerns and promote consumer trust and confidence regarding the collection and use of online data. The American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB) plan to work with the Council of Better Business Bureaus (BBB), on the plans for self-regulation.

"Behavioral marketing provides enormous benefits to consumers, but it is our responsibility as marketers to ensure the Web-surfing public's privacy interests remain protected," Bob Liodice, president and CEO of the ANA, said in a statement. "Strong and comprehensive self-regulation strikes a balance that both protects the public interest and allows marketers to provide relevant advertising, which is particularly critical during this period of economic downturn."

The Federal Trade Commission proposed several areas for self-regulation in December 2007. They include: education, transparency, consumer notification and choice, data security, and enforcement.

"Effective self-regulation of interactive advertising will help ensure that our industry can continue to evolve and innovate, offering consumers what they want when they want it," Randall Rothenberg, president and CEO of the IAB, said in a statement. "The value of online advertising to consumers and businesses cannot be understated, particularly in these challenging economic times. We want to be certain that we demonstrate the value exchange to the public that comes from online advertising."

The advertising and marketing groups, which represent thousands of companies, said that they plan to engage the FTC, policy makers, businesses, consumers, and other stakeholders in the discussion.

"Advertising agencies are leaders in the innovation that is fueling the Internet economy," Nancy Hill, president and CEO of the American Association of Advertising Agencies, said in a statement. "The result has been tremendous benefits for all consumers."

Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of IT Report
In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll