As an industry, we are often scrutinized for the privacy concerns surrounding consumer tracking. Although there are no current financial or legal penalties for not complying with DAA regulations on Online Behavioral Advertising (OBA), there has been a persistent threat of government legislation, and thus, it remains a constant topic of concern.
We believe that it’s best take a unified approach in adhering to our industry standards. In order to do so, we must first understand the origins of these regulations and how we can all be compliant.
Let’s start with some background…
In response to encouragement from the FTC, cross-industry online leaders released the Self Regulatory Principles for Online Behavioral Advertising in July 2009. Since this time, the DAA has developed its Self-Regulatory Program for Online Behavioral Advertising to implement the principles. Mainly, the program calls to educate consumers and businesses; increase transparency around OBA data collection and practices; allow for consumer control over data collection and use; and make included entities accountable for the collection and use of OBA data.
Most importantly, how do we comply?
- Enhanced Notice Icon (or “Advertising Option Icon”): All Online Behaviorally Targeted Ads require a clear icon providing full disclosure to the consumer on why and how they are receiving the advertisement.
- We’ve made inclusion of the icon pretty simple. The Auto Evidon Opt-Out icon can easily be enabled within T1, or you can bring your own OBA provider by amending your compliance tags within the platform.
The DAA Program is currently being monitored and enforced through The Council of Better Business Bureaus and The Direct Marketing Association. Companies found to be non-compliant will first be notified by the CBBB, and then referred to the FTC if they fail to react.
Threatened by FTC proposed do-not-track legislation, it’s very important that our entire industry adheres to these guidelines. However, we feel that our solutions will make adherence as seamless as possible for our advertisers. If you have any concerns about compliance, please let your account manager know, or visit aboutads.info for more info.