Should Behavioral Targeting Be Opt-In?

Privacy clearly went from a topic ignored by most to a word on many consumers' lips. The industry's self-regulation steps provide a sign online advertisers will eventually have a structure for their privacy efforts.

Advertisers have been asked to implement an Advertising Option Icon near ads where behavioral tracking technology is in use. The program implements practices of Self Regulatory Principles for Online Behavioral Advertising that address questions of choice, security, and accountability, as well as the Federal Trade Commission's call for more transparent ad-targeting practices. A Web site has been set up to provide more information on why the ad gets served up and gives consumers an opportunity to opt out of future targeted ads. The participating organizations in Monday's announcement include the American Association of National Advertisers, the Association of National Advertisers, the Direct Marketing Association, and the Better Business Bureau, and others. Beginning next year, the Council of Better Business Bureaus and Direct Marketing Associate will enforce compliance. The groups plan to promote adoption by businesses through a national education campaign.