Online Ad Bodies Get Behind Self-Regulation

In the US, the IAB and other trade associations are gearing up to launch a new body to be known as the Digital Advertising Alliance; and have unveiled an icon designed to reassure consumers that behavioral ad companies comply with accepted standards.

A web site, www.aboutads.info , is already set up and will publish information about self-regulation by the online ad industry. In addition to the IAB (Interactive Advertising Bureau), members of the new Alliance include the AAAA, AAF, ANA, Better Business Bureau, the DMA and the Network Advertising Initiative - most of whom were part of an earlier privacy alliance in January 2009. The new site takes as a reference the seven Self-Regulatory Principles for Online Behavioral Advertising released in July 2009 and online at www.aboutads.info/principles .

The industry will also offer a kitemark-type icon (pictured) indicating approved behavioral advertising. The icon - first suggested by the IAB and NAI earlier this year - will be usable by companies who comply with the privacy principles developed by the group, and which generally require a combination of prominent notices to consumers about online ad targeting and simple procedures for opting out. Clicking on the icon will take consumers direct to a page detailing the current site's privacy and data collection practices.

Self-regulation is the industry's preferred approac, but there are several government initiatives looking at external regulation. Among them are the idea of a 'Do Not Track' option for consumers, along the lines of existing Do Not Call legislation, revived by the FTC in July; and legislative proposals tabled by Illinois Representative Bobby Rush, also in July.