DMA Enforces Ad Icon Rules, May Expose Violators

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

ClickZ, 1/31/11

The Direct Marketing Association, the trade group overseeing the online ad industry’s self-regulatory regime, is officially enforcing compliance with the online ad icon program. The organization believes the program, developed in conjunction with several trade groups under the Digital Advertising Alliance umbrella, qualifies as a do-not-track system. Violators could be publicly exposed.

The DMA will now require its members to include the ad icon in online ads targeted through behavioral data. The icon links to information about how the ad was delivered and allows people to click to opt-out from behavioral targeting.

“We will shame companies. We will embarrass companies, but that’s not the goal,” said Linda Woolley, DMA’s EVP of government affairs, noting that if DMA members do not abide by the guidelines, the organization will publicize the violation. There are no penalties or fines associated with non-compliance, but companies could eventually be kicked out of the DMA for violating the rules.

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