The American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau have formed a joint industry task force to develop the guidelines.
The Council of Better Business Bureaus is also part of the effort.
This is the first time all four groups in the marketing and media industries have come together to develop a cohesive self-regulatory effort for online advertising.
The joint industry task force supports the FTC’s goal of a comprehensive and effective self-regulatory program that protects both consumers and businesses engaged in interactive advertising. —Kate Maddox