WebProNews

Four major marketing and advertising industry associations have announced they are working to develop enhanced self-regulatory principles for online behavioral advertising with the goal of addressing privacy concerns and increasing consumer’s trust in how online information is collected and used.

Those associations involved include the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB).

 Randall Rothenberg

The joint industry task force plans to discuss with policymakers, businesses and consumers the public policy issues that have been raised about online behavioral advertising.

The group says they are currently discussing self-regulation from the Federal Trade Commission’s proposed self-regulatory principles. including education and transparency, consumer notification and choice, data security, and self-regulatory enforcement.

The initiative will focus on concerns about the use of online consumer data for behavioral advertising purposes while maintaining advertising that supports a broad range of free online content.

“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,” said Randall Rothenberg, President and CEO of the IAB.

“The value of online advertising to consumers and businesses cannot be understated, particularly in these challenging economic times.”