©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Faced with federal regulators’ calls for a do-not-track mechanism as well as the threat of new legislation, the Association of National Advertisers on Tuesday asked marketers to follow the industry’s self-regulatory guidelines for online behavioral targeting.
“Without broad industry support, our self-regulatory efforts are likely to be supplemented by new restrictions imposed by the government that the advertising community will in all probability not favor,” Bob Liodice, president and CEO of the ANA, said in a statement that went out on Tuesday to 30,000 ANA members.
The self-regulatory guidelines require that companies that track consumers online in order to serve them with targeted ads both notify consumers about the system and allow them to opt out. The guidelines were developed by a coalition including the Interactive Advertising Bureau, ANA, American Association of Advertising Agencies and Direct Marketing Association, and supported by the Council of Better Business Bureaus.