Advertising Groups To Create Online Behavioral Advertising Data Standards

Four advertising industry groups will jointly develop self-regulatory principles for online behavioral advertising. The guidelines are aimed at addressing privacy concerns and increasing consumers’ trust and confidence in how online information is gathered and used for advertising purposes.

The associations are the American Association of Advertising Agencies: the Association of National Advertisers: the Direct Marketing Association: and the Interactive Advertising Bureau. The Council of Better Business Bureaus is also part of the effort.

The associations plan to work with policymakers, a broad cross section of business, consumers, and other interested parties as they address public policy issues that touch on online behavioral advertising. According to a jointly released statement, the group is currently discussing the areas for self-regulation set forth in the Federal Trade Commission’s proposed self-regulatory principles issued in December 2007, including education and transparency, consumer notification and choice, data security, and self-regulatory enforcement.

Statements from leaders of each of the involved organizations stressed the need for self-regulation.