BBB Releases First Behavioral Ad Self-Regulation Responses

The Better Business Bureau has announced the first six compliance agreements with online marketers under its Online Interest-Based Advertising Accountability Program behavioral advertising self-regulatory regime, most dealing with the duration of their opt-out options.

According to the BBB, each company has voluntarily modified its policies to comply with the principles. BBB started testing the opt-out mechanisms of advertisers across five different browsers, resulting inquiries and agreements from marketers FMX, Martini Media, PredictAd, QuinStreet, Reedge, and Veruta. FMX's opt-out option had a six-month expiration date, which the company agreed to change to five years, as the principles state. Same for Martini Media. PredictAd's one-month expiration from the date of the opt out request was also upgraded to the industry standard. QuinStreet's opt out policy was confusing, while Veruta's was insufficiently accessible due to a missing link.