DAA Participates in Privacy for America Coalition as Digital Advertising Community Proposes New Privacy Standard for Consumers

April 10, 2019

Big Idea: A strong federal privacy law is needed to help make personal data less vulnerable to breach or misuse and to set forth clear, enforceable and nationwide consumer privacy protections for the first time.

This week, the Digital Advertising Alliance (DAA) helped launch Privacy for America (P4A), a new coalition with representatives from virtually every sector of advertising, and the entirety of business sectors represented among advertising users. These organizations have pledged to work together to reimagine data privacy and support groundbreaking federal legislation that establishes strong data privacy protections for all Americans.



We have joined leaders from trade organizations representing America’s top brands and advertising agencies, publishers and ad tech companies as a Privacy for America steering committee member, and we have offered our strong support and our 10+ years of experience as the consumer touchpoint for privacy toward this new effort. The coalition has outlined a bold new paradigm for federal privacy legislation that would set forth clear, enforceable and nationwide consumer privacy protections, from establishing new prohibitions on a variety of data practices to strengthening enforcement by the Federal Trade Commission (FTC). You can read more about the policy principles here.


To date, privacy in the U.S. has been addressed through a patchwork of state and federal laws, along with industry self-regulation like that advanced by DAA.  Privacy for America supports a new federal law that would fill gaps in consumer protection by providing, for the first time, broad-based privacy rules for the entire U.S. marketplace.  As it has in the past, industry self-regulation will continue to play an important role in establishing and enforcing responsible data privacy practices to complement and support federal and state laws. 


We Joined a Strong Coalition That Recognizes the Difference Between Reasonable & Unreasonable Data Uses


There are a number of overarching reasons for the DAA to join this coalition, and these build upon our own work (and learning) over the last ten years:

1) All consumers should have access to the same level of privacy protection.

2) Certain data practices should be prohibited, thus reducing concerns and burdens on the consumer.

3) Sensitive data should have a higher level of permission.

4) Consumers should be allowed to choose what type(s) of advertising they welcome.

5) Companies should know who they’re doing business with and have contracts in place to ensure lawful uses of data.

6) Strong security requirements should be imposed on all companies.


With our increasingly complex and evolving digital landscape, Americans deserve clear data privacy protections that prohibit companies from using data about consumers in unexpected or harmful ways, just as we’ve done with our own Unreasonable Data Use restrictions. Consumers should be able to count on data privacy and security protections without having to read hundreds of lengthy privacy policies. We agree. For more than a decade, the DAA has extended transparency and control at a broad scale, and we know that real-time notice and control are vital elements to ensure Americans feel more secure in their online experience.


It’s All About Consumer Trust


Our decision to join Privacy for America builds on our trust-building work to improve the consumer experience, while also strengthening the bond between consumers and brands who offer access to wide range of enabling technologies, benefits, products, innovations, compelling content and services.


While Privacy for America advocates for a new paradigm in federal privacy legislation, continued adherence to the DAA Principles serves as another investment in the future responsible growth of any brand and business online, in mobile and across devices.


Privacy for America members will meet with leaders in Congress, the Federal Trade Commission, the Department of Commerce, the White House, companies across sectors of the U.S. economy, and other stakeholders to engage, educate and advocate for a new federal consumer data protection policy. As they do, DAA offers an exemplary model for responsible data use in advertising, with thousands of brands participating in the YourAdChoices Privacy Program and more than 100 independent enforcement cases to prove its integrity.


Privacy for America will be guided by some of the most experienced public policy experts in data privacy, cybersecurity and consumer protection, including DAA General Counsel Stuart Ingis; Venable LLP’s eCommerce, Privacy, and Cybersecurity team; and Jessica Rich, former director of the FTC’s Bureau of Consumer Protection who is advising Privacy For America and will provide a consumer protection and law enforcement perspective to this effort.


We look forward to keeping you updated on our work and encourage you to learn more at www.PrivacyforAmerica.com


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