Online Behavioral Privacy Principles Released

In the US, a group of media and marketing trade associations has released self-regulatory principles which will require web sites to clearly inform consumers about data collection practices.

The partnership wasformed in January with a remit to address concerns about the use of online consumer data for behavioral advertising purposes. It includes the American Association of Advertising Agencies (4A's), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB), and the Council of Better Business Bureaus (BBB) - an organization dedicated to advancing marketplace trust.

Taken collectively, these associations represent more than 5,000 US web publishers, Internet access services providers, providers of application software such as web toolbars and Internet web browsers, search engines and online advertising networks.

Randall Rothenberg, President and CEO of the IAB commented: 'Although consumers have registered few if any complaints about Internet privacy, surveys show they are concerned about their privacy. We are acting early and aggressively on their concerns, to reinforce their trust in this vital medium that contributes so significantly to the US economy.'

The self-regulatory program consists of the following seven principles relating to online behavioural advertising:

• Education - calling for organizations to educate individuals and businesses.
• Transparency - supporting clearer and easily accessible disclosures to consumers about data collection and use practices.
• Consumer Control - providing consumers with an expanded ability to choose whether data about them is collected and used.
• Data Security - requiring organizations to provide security for, and limited retention of data collected.
• Material Changes - calling for organizations to obtain prior consent for any change to their data collection and use practices.
• Sensitive Data - recognizing that data collection from children merits heightened protection and requires parental consent, and providing increased protection relating to certain health and financial data.
• Accountability - requiring the development of programs to further advance these principles, including programs to monitor and report instances of uncorrected non-compliance to government agencies.

Details of the program, which is expected to be implemented at the beginning of 2010, can be viewed at: www.bbb.org/us/behavioral-advertising-principles .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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