SELF-REGULATORY PROGRAM FOR ONLINE BEHAVIORAL ADVERTISING FACTSHEET
Leading marketing and advertising industry associations have established consumer-friendly principles and enforcement standards and implemented a comprehensive self-regulatory program regarding online behavioral advertising (OBA).
This industry-wide effort to develop common practices for OBA activities across the Internet was led by a coalition of the nation's largest media and marketing trade associations, including the Association of National Advertisers (ANA), the American Association of Advertising Agencies (AAAA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB), and supported by the Council of Better Business Bureaus (CBBB). This unprecedented collaboration is in response to the Federal Trade Commission's call to the advertising and media industry to develop self-regulatory principles and practices for OBA.
In July 2009, the associations jointly released the Self-Regulatory Principles for Online Behavioral Advertising, which are intended to apply broadly to the diverse set of players who work interdependently to deliver relevant advertising intended to enrich the consumer online experience. Since then, industry-wide collaboration has continued on the development and launch of a self-regulatory program for OBA that will implement the principles, promoting enhanced transparency and choice and fostering compliance and accountability across the marketing and advertising community-and ultimately protecting this most vital segment of our economy.