Share This

Email, Print, send to Twitter, send to Facebook, and more


The Council of Better Business Bureaus (CBBB) and its Advertising Self-Regulatory Council, and DMA [Direct Marketing Association] have agreed to work cooperatively to ensure accountability and enforcement of the DAA Principles.

Together, the CBBB and DMA are responsible for monitoring and enforcing compliance, as well as managing consumer complaint resolution. Both programs police entities engaged in online behavioral advertising and help bring these entities into compliance.

The DAA expects its independent accountability programs to commence enforcement under the Mobile Guidelines by late summer of 2015.

Consumer or Business Complaint Resolution

If you believe that you have witnessed a practice or ad that may violate the Principles, you can report the incident to either the CBBB or the DMA. Complaints may be filed by either consumers, business entities, or other stakeholders.

Enforcement Decisions, Dispositions and Reporting

Both the CBBB Advertising Self-Regulatory Council and DMA report on cases and complaints related to the DAA Principles, permissible data collection under the DAA Principles, and interest-based advertising. For the most current listing of CBBB ASRC decisions, visit here. For DMA case reporting, visit here.

The CBBB and DMA will coordinate investigation of all complaints received. Please click below to learn more about each organization's complaint handling procedures.

CBBB Complaint Handling Procedures

DMA Complaint Handling Procedures

Back to Top