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NAI revamps privacy guidelines for behaviorally targeted ads

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York, Maine—The Network Advertising Initiative has enhanced its Self-Regulatory Code of Conduct to address best practices in presenting behaviorally targeted ads to online users.

The guidelines already required companies that target Web users anonymously—that is, without explicitly asking them to sign in with personal information—to notify those users, and allow them to opt out.

The enhancements announced Tuesday go further, requiring NAI members to first obtain users’ explicit consent before presenting them with ads based on certain private information, such as social security numbers, financial account numbers, present geographic location and certain types of medical data.

—Christopher Hosford

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