New York – A consortium of U.S. media and marketing trade
groups on Monday announced the launch of a new voluntary program to help consumers
control and "opt-out" of online behavioral advertising.

Companies in
the space are being encouraged to add an Advertising Option Icon on pages that
feature behavioral ads, which would link to a disclosure of data collection and
use practices — as well as an easy-to-use opt-out option.

The effort is being
led by the Association of Advertising Agencies (4A’s), the American Advertising
Federation (AAF), the Association of National Advertisers (ANA), the Direct
Marketing Association (DMA), and the Interactive Advertising Bureau (IAB).

It comes
in part as a response to the Federal Trade Commission’s call for more robust
and effective self-regulation of online behavioral ad data collection and usage
practices, and a way for consumers to opt-out of the practice.

The participants hope to offer the
ability on their site later this fall for consumers to opt-out of
some or all participating companies’ online behavioral ads in one action.


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