Mobile: DAA Announces Guidance for Self-Reg Principles
Washington, DC, July 24, 2013—The Digital Advertising Alliance (DAA), the operator of the interactive media and marketing industry's largest and most successful consumer preference program, today unveiled new guidance for assuring that its self-regulatory principles currently enforced on the Web are honored in mobile environments, providing consumer-friendly privacy controls in this fast-growing medium. The new DAA guidance for the first time advises advertisers, agencies, media and technology companies how to provide consumers the ability to see and exercise control over the use of cross-app, personal directory and precise location data in mobile apps. This enforceable guidance reflects the reality that companies and brands engage with their customers on a variety of platforms, including mobile, and explains how the DAA's program applies consistently across channels to certain data practices that may occur on mobile or other devices. A key provided benefit is enhanced consumer transparency for the collection of data across different mobile apps. A full copy of the Mobile Guidance is posted here: http://www.aboutads.info/DAA_Mobile_Guidance.pdf
The guidance builds on the "2010 Self-Regulatory Principles for Online Behavioral Advertising" and its "2012 Principles for Multi-site Data," which are the bases for the digital ad industry's successful Advertising Option Icon initiative. This self-regulatory program—the largest and most comprehensive in the interactive advertising industry—is responsible for the ubiquitous Advertising Option Icon that is served on trillions of advertising impressions a year, signaling to consumers that various forms of online data are being collected and used to deliver them advertising tailored to their interests, and offering them a centralized system to opt out of the use of that data.
The DAA consumer notice and choice program has been praised by the Obama Administration, the Commerce Department and the Federal Trade Commission. The DAA's mobile guidance released today aims to offer businesses policies and consumers assurances that the same notice and control consumers have in desktop Internet advertising environments will apply in the more complex, evolving world of the mobile Internet.