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Direct Response Marketing

Top Marketing Associations Release Online Advertising Principles

8 Jul, 2009 Response This Week


NEW YORK – A week ago, a group of the country’s largest media and marketing trade associations announced a set of self-regulatory principles that would protect consumer privacy in interactive media. The rules would require advertisers and Web sites to clearly inform consumers about data collection and let them control that information.

The group shaping these behavioral ad targeting regulations include the Direct Marketing Association (DMA), the Internet Advertising Bureau (IAB), American Association of Advertising Agencies (4As), the Association of National Advertisers (ANA) and the Council of Better Business Bureaus (BBB). The principles – seven in total – are expected to be fully enacted across the industry by 2010.

The task force represents the first time that representatives across the advertising world have come together to develop principles for collecting data while protecting consumers. “Consumers deserve transparency regarding the collection and use of their data for behavioral advertising purposes,” says Pamela Jones Harbour, commissioner of the FTC. “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.”

The industry’s bold step has gotten support from the Federal Trade Commission (FTC), Yahoo!, Google and Facebook. In fact, social media giant Facebook has already announced a new set of privacy controls for its users.


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