Can we Web marketers regulate ourselves in the best interests of consumer online privacy?  Without a doubt. And now with the help of a self-regulatory program from the nation’s largest media and marketing associations, consumers will have a stronger hand in controlling customized ads based on their online behavior (also called “interest-based” advertising).

This icon is showing up on more and more websites, a traffic signal designed to give visitors confidence that they can navigate with peace of mind.  The self-regulatory program encourages marketers to inform consumers about their data practices.  By displaying the icon you see here, you are inviting consumers to find out more about your practices in particular.  

The initiative is a first for the advertising world.  Participants include the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB) in conjunction with the Council of Better Business Bureaus (CBBB).  Together these associations represent more than 5,000 U.S. companies that are transforming how consumers experience media.

The icon says to e-commerce visitors that advertising is covered by the self-regulatory program, and that by clicking on it consumers can read a disclosure statement regarding data collection and the practices associated with the ad.  If they don’t like the terms, they can use a simple opt-out feature.

Starting this year the CBBB and DMA will be responsible for monitoring and enforcing compliance, and resolving consumer complaints. 

If you are currently collecting or using information for behavioral advertising, go to www.AboutAds.info [1].  That’s where you can learn more about the program and how to display the Advertising Option Icon.  More importantly, you will signal to visitors that you adhere to the industry’s self-regulatory principles.  Watch for an educational campaign from the trade associations, and a webinar series on how to best implement the program.