Leading DM Trade Groups Introduce Privacy Principles for Collection and Use of Behavioral Data
JULY 2, 2009 - A group of the nation's largest media and marketing trade associations today released self-regulatory principles to protect consumer privacy in ad-supported interactive media that will require advertisers and Web sites to clearly inform consumers about data collection practices and enable them to exercise control over that information.
This unprecedented collaboration represents the entire marketing-media industry and includes the American Association of Advertising Agencies (4A's), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB). The Council of Better Business Bureaus (BBB), a leading organization dedicated to advancing marketplace trust, is also part of the effort and has agreed, along with the DMA, to implement accountability programs to promote widespread adoption of the seven Principles. This cross-industry self-regulatory task force represents the first time that representatives of the entire advertising ecosystem have come together to develop principles for the use and collection of data in this important area to the economy.
This self-regulatory program is expected to be implemented at the beginning of 2010.
"Consumers deserve transparency regarding the collection and use of their data for behavioral advertising purposes. I am gratified that a group of influential associations - representing a significant component of the Internet community - has responded to so many of the privacy concerns raised by my colleagues and myself," said Commissioner Pamela Jones Harbour, Federal Trade Commission (FTC). "These associations have invested substantial efforts to actually deliver a draft set of privacy principles, which have the potential to dramatically advance the cause of consumer privacy. I commend these organizations for taking this important first step. I am hopeful that successful implementation will follow. In the meantime, I encourage the entire privacy community to continue a dialogue that places the interests of consumers first."
"The practice of advertising has clearly been revolutionized by the emergence of the Internet. Today, we can match the content of an ad to the interests of the consumer in ways undreamed of just a few short years ago," said Nancy Hill, President & CEO, 4A's. "We will, of course, be able to continue this interest-based advertising only if we maintain the public's confidence that we are responsible stewards of the data on which it is built. The self-regulatory Principles being announced today represent a giant step forward in sustaining that consumer confidence. We are proud to have been one of the driving forces involved in bringing these Principles to life."