CBBB Data Collection Compliance Effort — What You Need To Know

Recently, the Council of Better Business Bureaus (CBBB) announced that they are stepping up their enforcement efforts to ensure businesses adhere to the Digital Advertising Association (DAA) Self-Regulatory Principles (see examples). The CBBB is reviewing websites that allow 3rd parties to collect data for OBA purposes for compliance with the enhanced notice requirements. Companies who may be in violation of the Principles have been notified by the CBBB. Industry associations, like the International Association of Privacy Professionals (IAPP), are taking note of the CBBB’s announcement.

The CBBB along with the Direct Marketing Association (DMA), administers the Online Interest-Based Advertising (OBA) Accountability Program (Accountability Program) on behalf of the DAA.  In order to comply with the self-regulatory program, an “enhanced” notice — in the form of a separate link — must be on every page where ad networks or other third parties collect information for OBA purposes.  More specifically,

  • That link must be clear, conspicuous, separate from the privacy policy and labeled as “Why did I get this ad,” “AdChoices” or “Interest-Based Ads”. This link must lead to a mechanism where consumers can opt-out of OBA.  Example:
  • The “enhanced notice” link takes consumers to information explaining the OBA collection practices and provides access to a consumer choice opt-out option.

Internet-based ads or Ad Choices – how does it work from TRUSTe.

If your company collects information for OBA purposes, review your organization’s data practices to determine if compliance with the DAA Self Regulatory requirements is necessary.  TRUSTe can offer your company a privacy risk assessment and support with our privacy technology including TRUSTed Ads, our comprehensive OBA compliance control solution, and TRUSTed Website Monitoring, our advanced website tracker detection and management tool.

Deep Dive into the DAA’s Application of Self-Regulatory Principles to the Mobile Environment

Rick Armstrong, Senior Product Marketing Manager

TRUSTe’s insights into DAA’s mobile regulatory guidelines along with DAA-complaint TRUSTed Ads.

Online Behavioral Advertising (OBA) has expanded from desktop and into the realm of mobile and tablet devices.  As a result of this evolution, privacy concerns are on the rise.  TRUSTe issued 2 new consumer research reports this year, the Consumer Privacy Confidence Report (1) and the Consumer Data Privacy Study—Mobile Edition (2), which found that:

  • 7 out of 10 smartphone users are more concerned about their privacy on smartphones than 1 year ago (1)
  • 7 out of 10 consumers do not like the idea of being tracked on their mobile devices (2)
  • Nearly 8 out of 10 consumers will not download an app that they don’t trust (2)


xAd and TRUSTe Take Innovative Approach to Behavioral Data and Mobile Advertising

Chi-Chao Chang
President of Products and Technology | xAd

xAd and TRUSTe are working on a mobile advertising solution that would use behavioral data to serve relevant mobile ads without any compromise on the mobile privacy concerns of users.

With the mobile industry’s leading global conference – Mobile World Congress – just around the corner, we wanted to provide a real-world example of how 2013 is starting to fulfill its promise with a peek into the innovative approach that TRUSTe and xAd are taking to leverage user behavior for mobile advertising.

Last year, xAd and TRUSTe started working together to create a mobile advertising solution that would leverage the power of  mobile behavioral data to improve customer engagement and increase relevance of ads, while addressing the increased sensitivity toward user privacy on mobile devices. While the use of behavioral data in desktop display advertising has already become commonplace, the ability to replicate the same success in mobile has been gated by additional privacy concerns.

We chose to work with TRUSTe to take a privacy by design approach, and the combined xAd-TRUSTe solution will  provide users with increased control and benefits from their behavioral data. xAd partnered with TRUSTe to develop this new behavioral offering in mobile because of its reputation as the leader in privacy management solutions and its scalable platform for engaging users with privacy preferences and controls. (more…)

UK Advertising Standards Agency To Enforce New OBA Rules From Today

Danilo Labovic
EU Managing Director | TRUSTe


These new rules mean that as of today (4 February) ads presented to UK consumers based on browsing history data (Online Behavioural Advertising OBA), will have to include information within (or near the ad) explaining to consumers that they have been targeted using OBA and provide a way to opt out. These rules are consistent with the existing IAB Europe Self-Regulatory Framework for OBA, but from now on consumer complaints and enforcement will be handled by the UK Advertising Standards Agency.

The TRUSTe 2012 UK Consumer Data Privacy Study showed that 79% of consumers are aware of OBA and 53% of consumers do not like it. However, the research also showed that good privacy practices make a difference – 51% of consumers are more inclined to click on an advertisement that gives them the option to opt out of online behavioural advertising and 55% are more likely to continue to visit websites from publishers and advertisers that give them the option to opt-out.

One of the easiest ways to give consumers the transparency and choice they want, and comply with the new rules, is through a product such as TRUSTed Ads EU.  TRUSTed Ads is the leading, global self-regulatory platform for OBA compliance that enables businesses to seamlessly provide notice and choice within targeted ads through the AdChoices icon.  Consumers that click on the icon can then follow the link to “Set Your Ad Preferences”, and opt out of behaviourally targeted advertising through the TRUSTe-powered or IAB-powered Preference Manager. (more…)