BBB Accountability Program Issues Warning to Online Interest-Based Advertisers
Last Thursday, the BBB’s Online Interest-Based Advertising Accountability Program issued a compliance warning, reminding online advertisers that its privacy code applies across devices and platforms and that the Accountability Program will enforce the code’s principles irrespective of the technology the advertiser uses to collect consumer activity and serve interest-based ads.
Developed in 2009, by leading industry associations, the seven OBA Principles are intended to make online behavioral advertising more consumer-friendly, giving consumers knowledge of and control over the information collected about them. The Principles are (1) education, (2) transparency, (3) consumer control, (4) data security, (5) material changes, (6) sensitive data, and (7) accountability. It is important for advertisers engaged in online behavioral advertising to ensure compliance with these Principles, regardless of the technology and platform or device used.