DAA Launches Self-Regulation Code for Behavioral Ads

In the US, the Digital Advertising Alliance (DAA) has introduced the 'Principles for Multi-Site Data', a new code which expands the scope of the self-regulation of online data collection beyond online behavioral advertising.

The DAA comprises the American Association of Advertising Agencies (4A's), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). It was launched last year, simultaneously introducing an icon designed to reassure consumers that behavioral ad companies comply with accepted privacy standards.

Building on the FTC's recent recommendations in its online viewing data privacy report, the new DAA code establishes a framework governing the collection of online multi-site data and the choices that should be given to consumers. The code prevents DAA members from collecting consumer data for uses such as employment, credit, health treatment or insurance eligibility, while ensuring they comply with the Children's Online Privacy Protection Act.

Additionally, consumers will be offered the option to opt out from having their web viewing data collected from a particular device over time and across non-affiliated web sites.

Peter Kosmala, MD of the DAA, comments: 'With the addition of these new principles, combined with the fast-growing adoption and online display of the Advertising Option Icon, the business community has taken another step to address concerns of policy makers regarding online data collection and use.'

The new code can be viewed at: www.aboutads.info/msdprinciples .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.