Four marketing and advertising associations have agreed to work together to arrive at new guidelines for online behavioral advertising in hopes of alleviating consumer privacy concerns about how online information is used.
The American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB) plan to address public policy issues about online behavioral advertising with self-regulated guidelines.
"Strong and comprehensive self-regulation strikes a balance that both protects the public interest and allows marketers to provide relevant advertising, which is particularly critical during this period of economic downturn," said Bob Liodice, president and CEO of the ANA.
The associations will primarily work on revising and updating the self-regulatory principles the Federal Trade Commission issued in December of 2007. They will continue to work with the FTC as they compose self-regulation principles in the areas of education and transparency, consumer notification and choice, data security, and self-regulatory enforcement.
"Effective self-regulation of interactive advertising will help ensure that our industry can continue to evolve and innovate, offering consumers what they want when they want it. The value of online advertising to consumers and businesses cannot be understated, particularly in these challenging economic times," said Randall Rothenberg, president and CEO of the IAB.