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If your organization operates an online site, you should make your information practices available to visitors in a prominent place on your Web site’s home page or in a place that is easily accessible from the home page. The notice about information practices on your Web site should be easy to find, read, and understand so that a visitor is able to comprehend the scope of the notice. The notice should be available prior to or at the time personally identifiable information is collected.
As a former employee and a current member of DMA, I’m proud to say that the association adopted this self-regulatory practice in 2001. Article 38 can be found easily at http://www.dmaresponsibility.org/Guidelines.
This guideline and similar self-regulation promulgated by IAB and NAI, which is updating its principles at the time of this writing, form the foundation for how marketers can take advantage of behavioral advertising to personalize the Web experience for consumers.
But marketers should not stop there. They also should look to build additional practices and controls that take into account the types of relationships they have with their customers and the specific types of data being leveraged.
All of these steps, if taken together, will form the strong protections consumers demand and deliver the promise of a personalized Web experience without the need for additional regulation.
Lou Mastria, CIPP, is chief privacy officer and vice president of public affairs at NextAction Corp., a Westminster, Colo.–based provider of cooperative data solutions for multichannel retailers. He can be reached at (908) 363-0983, or by e-mail at lou.mastria@nextaction.net.
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