Industry Associations Launch Behavioral Advertising Self Regulatory Program Involving Icon

Morrison & Foerster LLP

Goals Are Enhanced Consumer Control and Avoidance of Unnecessary Governmental Intervention

By D. Reed Freeman, Jr., Julie O’Neill, and Kimberly S. Robinson

On Monday, October 4th, the nation’s largest media and marketing associations1 announced the launch of their much-anticipated Self-Regulatory Program for Online Behavioral Advertising. The program is intended to provide consumers with a better understanding of, and enhanced control over, the $24 billion industry of delivering behaviorally-targeted advertisements online. The program’s sponsors – the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association, the Interactive Advertising Bureau, together with the Council of Better Business Bureaus2 – and other industry members hope that these efforts will not only benefit consumers and further engender trust in online commerce, but also protect online advertising from the negative, unintended consequences of well-intentioned but short-sighted regulation or legislation.

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