 Thursday, 29 July 2010 |
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> Online marketing industry coalition publishes compliance report
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Online marketing industry coalition publishes compliance report
On 30 December, the Network Advertising Initiative (NAI), a coalition of 35 online marketing companies including Google and Yahoo, released its annual compliance report which found that while most members were in full compliance, some improvements needed to be made regarding personal data used for behavioural advertising.
On 30 December, the Network Advertising Initiative (NAI), a coalition of 35 online marketing companies including Google and Yahoo, released its annual compliance report which found that while most members were in full compliance, some improvements needed to be made regarding personal data used for behavioural advertising.
Following changes made to the self-regulatory code of conduct in December 2008 regarding the collection, use, and disclosure of data for online advertising services, member companies must now undergo an annual evaluation of their compliance with the new rules. This report covers the 23 companies that have been members of the NAI for at least a year.
The report found that most companies “met their compliance obligations with respect to the great majority of the requirements of the NAI Code” including transparency, choice, notice and the collection and use of personally identifiable data for behavioural advertising. However 10 unidentified members needed to make improvements in complying with “(1) the requirement to include a data retention period in privacy notices, as required by section III.2(a)(vi) of the Code; and (2) the requirement to make reasonable efforts to enforce contractual requirements to provide OBA-related notice, or otherwise ensure that clear and conspicuous notice and choice are made available on all Web sites on which member companies engage in NAI-covered activities, as required by sections III.2(b), (c), and (d) of the Code.”
The non-compliant companies have now either changed their policies to include a retention period for the data or have planned to by early 2010. Regarding the behavioural advertising disclosure, the report has said compliance is expected to rise due to the implementation in 2010 of industry wide self-regulatory principles for online behavioural advertising.
Speaking about the report, Charles Curran, Executive Director of the NAI said “For self‐regulation to be effective, there has to be a thorough and ongoing compliance process. The 2009 review shows that NAI members take consumer transparency and choice for online behavioral advertising very seriously, and are committed to meeting the requirements of the NAI Code. More importantly, this review shows how a strong self‐regulatory program can help companies continuously improve their privacy standards by adopting best practices from across the industry.”
The compliance report can be found here
http://www.networkadvertising.org/pdfs/2009_NAI_Compliance_Report_12-30-09.pdf
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