Digital Advertising Alliance Will Enforce Mobile Self-Regulatory Program | Practical Law

Digital Advertising Alliance Will Enforce Mobile Self-Regulatory Program | Practical Law

The Digital Advertising Alliance announced that it will begin enforcing its Application of Self-Regulatory Principles to the Mobile Environment on September 1, 2015, affecting companies that use or collect data for interest-based advertising.

Digital Advertising Alliance Will Enforce Mobile Self-Regulatory Program

Practical Law Legal Update 4-613-4987 (Approx. 3 pages)

Digital Advertising Alliance Will Enforce Mobile Self-Regulatory Program

by Practical Law Intellectual Property & Technology
Published on 18 May 2015 • USA (National/Federal)
The Digital Advertising Alliance announced that it will begin enforcing its Application of Self-Regulatory Principles to the Mobile Environment on September 1, 2015, affecting companies that use or collect data for interest-based advertising.
On May 7, 2015, the Digital Advertising Alliance (DAA) issued a press release announcing that it will begin enforcing its Application of Self-Regulatory Principles to the Mobile Environment (Guidance) on September 1, 2015. The Council of Better Business Bureaus (CBBB) and the Direct Marketing Association (DMA) will have independent oversight of the program. Companies that collect and use data for use in interest-based advertising (IBA) must show that they comply with the Guidance.
The Guidance applies to all companies engaged in IBA and multi-site data collection and includes specific transparency and control obligations. Compliance efforts will involve all of the sectors of the mobile IBA ecosystem, including:
  • Carriers.
  • Apps.
  • Ad networks.
  • Brands.
  • Agencies.
  • Publishers.
The CBBB and DMA will enforce compliance through internal review processes and also provide a mechanism for consumers, businesses and other stakeholders to report possible violations. If a violation is found, the CBBB and DMA may:
  • Work with the company to help bring it into compliance.
  • Take additional actions, such as:
    • publicly explaining the nature of the compliance issue and its resolution; or
    • referring the company to the FTC.