Self-Reg Privacy Icon released by internet advertising trade groups

Thanks to Proskauer…

A consortium of internet advertising trade groups launched a self-regulatory program which adopts a universal icon to inform consumers when advertisements are targeted as a result of data tracking:

As part of the Self-Regulatory Program for Online Behavioral Advertising, the trade groups launched a Web site to provide information to marketers who engage in behavioral advertising and to the consumers. The Program incorporates the Self-Regulatory Principles for Online Behavioral Advertising which were released in July, 2009. 

The Program includes the adoption of a new version of the “Power I” icon (above).  By clicking on the icon, a consumer is directed to a page explaining why they are seeing a particular advertisement and how to opt-out of being tracked.  Companies and marketing forms can register to use the icon online. 

The Program will affect the approximately 5,000 companies represented by the trade groups, which include the American Association of Advertising Agencies, the American Advertising Federation, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau. 

This is yet another bit of news in a very busy year of online privacy debate.   Many privacy bills have been introduced into Congress,  such as  Rep. Bobby Rush’s (D- Ill.) H.R. 5777 which is a bill “To foster transparency about the commercial use of personal information, provide consumers with meaningful choice about the collection, use, and disclosure of such information, and for other purposes.”  Finally, a number of lawsuits have been filed accusing web advertising publishers of installing online-tracking tools that are so stealthy that they essentially hack into users’ machines without their knowledge.

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