Online advertisers, responding to charges leveled by privacy advocates this week, Thursday unveiled its guidelines for collecting personal information from Internet users.
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The Network Advertising Institute, made up of advertisers like DoubleClick, 24/7 Media, Adforce and Engage, sent the contents of its controversial "opt-out" Web site to regulators at the Federal Trade Commission Thursday afternoon for approval.
The Web site is part of the organization's NAI Self-Regulatory Principles Compliance Program and under the auditing purview of accounting firm Arthur Andersen, LLP.
The organization came under fire this week after missing a self-imposed Jan. 30 deadline that spelled out its self-governance program, audited by a third party.
The Web site will be online as soon as it is signed off by the FTC, said Jeff Connaughton, a spokesperson for the NAI, which he expects should be sometime in February.
Privacy groups seek Internet 'Do Not Track' list | Dallas Morning ::
Nov 1, 2007 Privacy advocates want the FTC to maintain a list of all advertising networks. Consumers could then essentially opt out of each network.
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Privacy and Electronic Communications::
Another initiative that the 1999 FTC report called for was the creation of And then every visitor to the Web site would have an opt-out opportunity;
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A sticking point with privacy advocates is the opt-out nature of the information-harvesting program itself.
Consumers who do not want their information collected can go to the pending Web site and have a cookie file placed in their computer, which tells NAI member ad serving programs not to collect the information from that user.
But a cookie designed to block out cookies is self-defeating, since it requires that cookie in everyone's computer, privacy advocates maintain. Many people concerned about privacy routinely delete cookies from thier machines, because cookies are usually used for tracking.
It's a duplicated effort, said Andrew Shen from the Electronic Privacy Information Center, a privacy advocate organization that has been following the NAI's efforts.
» Targeting» nugg.ad blog::
At an FTC hearing it was even suggested that a do-not-track lock list should be set (I think the authors know the global opt-out site of NAI – I think,
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Beware the middleman: CDT wants controls over behavioral ads::
Jun 13, 2008 In commenting on the NAI self-regulatory rules, CDT noted once more The FTC announced last December that it had formulated and was in
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"The guidelines notably permit companies to merge personally identifiable information (PII) with non-PII on a going-forward basis under an opt-out, thus recreating the situation that created controversy in the first place," Shen said. "Many consumers will submit personal information and will have insufficient awareness or control of whether it will be merged with profile data."
Connaughton believes the double-security protection steps companies like DoubleClick will take are more than enough to give consumers a chance to avoid giving out personal information.
"If you're going to merge PII with what we call previously collected, non-PII, if there was any previously collected information that was going to be merged at that time, the Principles require that you first get affirmative, or opt-in, consent from the user."
MSN Greetings Privacy Policy::
Click here for the NAI gateway opt-out site. This site will also allow you to We send to all of our users our exclusive AG Newsletter, which alerts you
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Legal Statements::
The National Advertising Initiative ("NAI") has developed an opt-out tool with . by the Federal Trade Commission, any state equivalent Do Not Call List,
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The opt-in requirements comes, Connaughton said, from NAI's talks with the FTC last year, after privacy groups raised fears of online advertisers collecting personal, as well as anonymous, demographic information.
The FTC later cleared the companies of any wrongdoing, with the NAI promising member companies would regulate themselves to protect consumer information.
The NAI said until the Web site goes live next month, companies like DoubleClick will continue collecting anonymous information without the opt-in or -out features. When the site is up, Connaughton said, members are then contractually obligated to abide by the terms of the self-regulatory principles.
Although the NAI companies would prefer only industry self regulation, the FTC in May, 2000, recommended to Congress that it enact legislation protecting online privacy rights.
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NAI Sends Opt-Out Initiative To FTC