Sensing Coming Regulation, Online Ad Groups Unite

The American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau are joining forces in a bid to head off government regulation of online advertising. They are hoping to convince Washington they can police themselves, and stop efforts to regulate behavioral targeting, an issue gaining steam on Capitol Hill. The groups envision a set of guidelines for how online advertisers can collect and use data, as well as standards for notifying users when and how their data are being used. The joint effort is at an early stage, but some see a system similar to the Children's Advertising Review Unit, which reviews advertising that targets children and can refer cases to the Federal Trade Commission for review.