The Digital Advertising Alliance’s (DAA) Privacy Rights icon and associated text is the visual representation of a link presented to consumers that provides access to information about how to opt-out of personal information sale as required by the California Consumer Privacy Act (CCPA), effective January 2020. Consistent and proper usage of the Privacy Rights icon and associated text will reinforce the application of consumer-friendly standards for transparency across the Internet.
To whom does this information apply?
All entities—publishers and third parties—that collect and sell personal information through a website or mobile app.
Implementation for Publishers
If you as an entity “collect” & “sell” “personal information” on digital properties you own, include a publisher choice mechanism that allows users to opt out of your sale of that data.
Furthermore, if any third-party business collects information through your digital property and sells that personal information, you should:
1. State the fact that third parties collect personal information through your digital property for advertising and analytics purposes
2. Link to the DAA’s CCPA Opt-Out Tools (for Sites and Apps) —https://www.privacyrights.info
3. Add a “flag” to your digital property to indicate the notice & opt out has been provided.
The certification and licensing fee for the Privacy Rights icon is $2,000 per year for existing participants in the DAA Self-Regulatory Program (YourAdChoices Icon licensees, WebChoices, or AppChoices participants) and $10,000 per year for first-time participants in the DAA Program.
New participants can “bundle” the YourAdChoices Icon and Privacy Rights Icon licensing for $10,000 per year – but two distinct certification agreements are required.
What Will Happen Next
After submitting this form, upon review and qualification, you will receive an agreement within 10 business days where you will abide by a DAA Icon agreement pertaining to the Privacy Rights Icon. Delivery and use of the creative guidelines as well as the icon and ad marker assets is contingent upon the execution of this license agreement as well as receipt of payment.