DMA enforces privacy regs; Monster adds 'do not track' option

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New York—The Direct Marketing Association will begin enforcing marketer compliance with its Self-Regulatory Program for Online Behavioral Advertising program, which the association and other marketing groups lintroduced in October to help stave off harsher Internet privacy regulations imposed by the government.

All DMA members are required to comply with the association's Guidelines for Ethical Business Practice. Complaints will be reviewed by the DMA, which will work with violators to correct issues.

In addition, spurred by Internet user unease over online behavior tracking, job network is adding an option to its site that allows users to control the ads they see.

Monster will run ads on its Career Ad Network that contain an “interest-based ad” link, prompting users to set cookie settings either to allow behavioral tracking and receive more relevant ads or completely opt out of behavioral targeting.

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