Revised Code for Online Behavioural Targeting

In the US, the Network Advertising Initiative (NAI) has revised its Self-Regulatory Code of Conduct to address best practices for presenting behaviorally targeted ads to online users.

The Code was first launched in 2000 to provide guidance to those member companies that deliver display banner ads based on data collected across multiple web sites - commonly through the use of cookies, web beacons or other similar technologies.

It requires ad companies that target web users without collecting names, addresses or other personal data, to notify users and give them the opportunity to opt out.

However, the latest guidelines state that members who serve ads based on sensitive data - such as social security numbers, financial account numbers, geographic location and some types of medical data - must now first obtain users' explicit consent.

In addition, member companies that use behavioral targeting practices on children under the age of 13 must first obtain consent from a parent.

The blueprint also states that members should not retain data longer than necessary to fulfill a legitimate business need, or as required by law.

Speaking on future developments, Executive Director Trevor Hughes said: 'We plan to extend the reach of our principles to business-to-business online advertising models that are new or developing. The implementation guideline mechanism will allow the NAI to create tailored requirements for those business models, and to provide more guidance on how to apply certain high-level concepts in our Code.'

The NAI is a cooperative of online marketing companies committed to building consumer awareness and reinforcing responsible business and data management practices and standards. Members include Google, Yahoo!, the Fox Audience Network, Revenue Science, and AOL's Advertising.com and Tacoda.

Web site: www.networkadvertising.org .

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