Ad group unveils details of behavioral ad self-regulation

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New York—A group of advertising and marketing trade organizations has announced final details of a self-regulatory program designed to address privacy concerns of Internet users and federal regulators over behaviorally targeted online advertising.

The group, representing some 5,000 companies, includes the American Advertising Federation, American Association of Advertising Agencies, Association of National Advertisers, Council of Better Business Bureaus, Direct Marketing Association and Interactive Advertising Bureau.

The group's members that use behaviorally targeted ads will place near each ad a small logo—the letter “i” inside a right-facing triangle—directing viewers to information on why the ad has been presented to them and offering an opt-out from future ads.

Only the DMA and NAI are requiring their members to use the icon at this time. The DMA and Better Business Bureaus will handle program monitoring, compliance and complaints.

Marketers that collect viewer information for behavioral advertising can visit to register for the opt-out process and to start using the icon.

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