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Group Issues Privacy Guidelines for Net Marketers
- From: Paul Howell
- Date: Fri Jul 07 07:51:30 2000
At http://dailynews.yahoo.com/h/nm/20000706/wr/advertising_privacy_dc_3.html
Thursday July 6 6:05 PM ET
Group Issues Privacy Guidelines for Net Marketers
NEW YORK (Reuters) - In a move aimed at
standardizing privacy protections for Internet users, a
trade group for online marketers and advertisers said
on Wednesday it developed voluntary guidelines for
Web sites and advertisers.
The Internet Advertising Bureau, which represents
about 300 companies active in Internet advertising
and marketing, said the guidelines ``are intended to
enable member organizations to set individual privacy
policies (where needed), and set minimum acceptable
standards to protect the privacy of users.
``Members of the IAB will be required to establish
(where needed), post, and conform to a privacy policy
designed to protect the information that can be
associated with an individual's personal identifiable
information in an online or electronic advertising
environment,'' it added.
Online marketers have been criticized for allegedly
using personal information gathered from visitors to
Web sites to target their marketing efforts. The
marketers promised to refrain from using individuals'
personal details and to develop guidelines governing
their online efforts.
``In effect, we have established a baseline for IAB
member companies to ensure the protection of
individual's privacy,'' said Rich LeFurgy, IAB chairman.
The IAB said that specific member policies can be
''customized and enhanced as appropriate for each
site's particular needs.'' But it added that in order to
conform to IAB standards, individual members' privacy
efforts would need to address the following issues:
Adoption and Implementation of a Privacy Policy;
Notice and Disclosure; Choice and Consent; Data
Quality and Access; Limited Use; Data Security; and
Trans-border Data Flows.
The full text of the IAB guidelines can be found at
http://www.iab.net.
In a related move, the Wireless Advertising
Association, a group formed by the merger of the
Wireless Advertising Industry Association and the
IAB's Wireless Ad Council, said it will establish
voluntary advertising guidelines for the wireless
industry.
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