Website Operators Must Provide Enhanced Notice
By Richard Eisert, Technology, Digital Media & Privacy Partner and Paavana Kumar, Advertising, Marketing & Promotions Associate at Davis & Gilbert LLP
In the Better Business Bureau’s Online Interest-Based Advertising Accountability Program’s first enforcement action since issuing a compliance warning in October 2013, five website companies were challenged in November for not providing notice to consumers on every page where third parties were collecting their data in order to serve them with targeted ads (a practice known as online behavioral advertising (OBA)).
Yelp and Buzzfeed were among the companies named by the Accountability Program. Both companies offered online privacy policies, but did not display separate links devoted to behavioral advertising on every page where the applicable data collection was taking place.
The provision of notice and choice to consumers with respect to OBA activities is clearly on the Accountability Program’s radar, and the Program will likely continue to formally review publisher sites to determine compliance. As such, website operators and publishers should be sure to review and comply with the Program’s standards going forward.
For more Information:
Davis & Gilbert, Technology, Digital Media & Privacy Partner
Davis & Gilbert, Advertising, Marketing & Promotions Associate
Davis & Gilbert was proud to sponsor the AdThink program “What’s Trending in Tech & Advertising” presented by The Advertising Club of New York and Advertising Redbooks held in New York City on December 9, 2014.