THE SELF-REGULATORY PROGRAM FOR ONLINE BEHAVIORAL ADVERTISING

DAA Announces Guidance for

Self-Reg Principles in Mobile Environment

On behalf of America’s largest media and marketing trade associations, the Digital Advertising Alliance (DAA) has unveiled new guidance for advertisers that will bring the ubiquitous transparency consumers have come to know for interest-based ads in the desktop browsing environment to the mobile space.These Self-Regulatory Principles apply consistently across marketing channels, and extend to personal directory and precise location information, as well as across mobile applications. A copy of the new mobile guidance is available here.

Building on the Self-Regulatory Principles for Online Behavioral Advertising (Principles) released in July 2009, the nation's largest media and marketing associations have come together to launch this Program, which gives consumers a better understanding of and greater control over ads that are customized based on their online behavior (also called "interest-based" advertising).

Our participating companies share a commitment to delivering consumers a robust and credible Program of notice and choice for online behavioral advertising, and to enhancing consumer confidence in the online medium.

For Consumers

Learn about Online Behavioral Advertising: If you're an online user, you can find out more about online behavioral advertising and how it helps provide you with more relevant advertising on the websites you visit. You'll learn how online advertising supports the free content, products and services you use online; what choices you have; and how to use browser controls to enhance your privacy.

Exercise Your Choice: You can now visit the beta version of the Program's Consumer Opt Out Page, which allows users to conveniently opt-out from online behavioral ads served by some or all of our participating companies.

Report a Complaint: If you believe that you have witnessed a practice or ad that may violate the Principles, you can report the incident to either The Council of Better Business Bureaus (CBBB) or The Direct Marketing Association (DMA).  Complaints may be filed by consumers, business entities or other stakeholders.

For Companies

Learn about the Program: You can read the Principles, as well as find out more about the participating Associations. To learn how your company can implement the Principles, please review the Implementation Guides.

Register to Start Using the Advertising Option Icon: Companies participating in the Program may use the Advertising Option Icon as a means for providing enhanced notice of online behavioral advertising practices. If you would like to register to use the icon, please click here.

Report a Complaint: If you believe that you have witnessed a practice or ad that may violate the Principles, you can report the incident to either The Council of Better Business Bureaus (CBBB) or The Direct Marketing Association (DMA).  Complaints may be filed by consumers, business entities or other stakeholders.

For Companies Engaged in Online Behavioral Advertising

To enhance the transparency of online behavioral advertising, the Program encourages companies qualifying as third parties under the Principles to:

• Inform consumers about their data practices through clear, meaningful and prominent notices.
• Display the Advertising Option Icon so that consumers can easily find out about online behavioral advertising, learn about the data practices associated with advertisements they receive, and opt-out if they choose.
• Register to receive information about how to be listed on the Consumer Opt-Out Page, where consumers will be able to easily opt-out of receiving online behavioral advertising from some or all participating companies.