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Online Behavioral Advertising

A group of the nation's largest media and marketing trade associations, with support from the Council of Better Business Bureaus, has announced the details of a self-regulatory program that will give consumers enhanced control over the collection and use of data regarding their Web viewing for online behavioral advertising purposes. The program includes specific implementation practices in support of the Self-Regulatory Principles for Online Behavioral Advertising, which the industry released in July 2009. The Principles and practices represent the industry's response to the Federal Trade Commission's call for more robust and effective self-regulation of online behavioral advertising practices that would foster transparency, knowledge and choice for consumers.

The program promotes the use of the "Advertising Option Icon" and accompanying language, to be displayed within or near online ads or on Web pages where data is collected and used for behavioral advertising. The Advertising Option Icon indicates a company's use of online behavioral advertising and adherence to the Principles guiding the program. By clicking on it, consumers will be able to link to a clear disclosure statement regarding the company's online behavioral advertising data collection and use practices as well as an easy-to-use opt-out option.

Companies collecting or using information for behavioral advertising are encouraged to visit www.AboutAds.info to acquire and begin displaying the Advertising Option Icon, signaling their utilization of behavioral advertising and adherence to the Principles. The launch of an industry-wide icon will enhance the efforts of the growing number of companies that are already using similar mechanisms to deliver enhanced notice to millions of consumers. Interested companies engaged in behavioral advertising can also register to participate in the easy-to-use consumer opt-out mechanism on the www.AboutAds.info site. As business registration and use of the Advertising Option Icon expand, consumers will have an opportunity later this year to visit the site for information.

Starting in 2011, the Council of Better Business Bureaus (CBBB), a leading organization dedicated to advancing marketplace trust through self-regulation, along with the DMA, will be responsible for monitoring and enforcing compliance, as well as managing consumer complaint resolution. The CBBB and DMA expect to contract with the Better Advertising Project, (BAP), to provide its monitoring technology to report on companies' adherence to the transparency and control provisions of the program.

The cross-industry self-regulatory initiative spans the entire marketing-media ecosystem and is led by the American Association of Advertising Agencies (4A's), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB). Collectively, these associations represent more than 5,000 leading U.S. corporations across the full spectrum of businesses that have shaped and participate in today's transformed media landscape.