The Next Step on our Mobile Journey: Mobile Privacy Enforcement Comes September 1, 2015

May 7, 2015

This week, the Digital Advertising Alliance took its next step in our efforts to extend effective, independent, ecosystem-wide self-regulation to the online marketing marketplace as it applies to mobile platforms.  We announced independent enforcement of our Mobile Guidance will begin September 1, 2015.

This is a big step.

The DAA’s mobile journey began when we released our Mobile Guidance in the U.S. marketplace. Importantly, these were not “mobile guidelines” but interpretation and application of DAA’s existing Principles for Interest-Based Advertising (IBA) and Multi-Site Data Collection for mobile marketing.  These were followed up by a steady diet of industry education events (Webinars and conference speaking), release of Mobile Specifications for placement of the DAA Icon in mobile advertisements, and our announcement in February this year of expanded Consumer Choice tools, in our Consumer Choice Page for Mobile Web and AppChoices mobile application.

As of September 1, 2015, companies which collect and use data across mobile sites or mobile apps for IBA purposes will be required to demonstrate compliance with the DAA Principles as they relate to mobile activity. Importantly, the DAA Principles also include obligations for accessing and using precise location data and personal directory data (such as directories, contacts, photos, etc.).

The announcement of the start of independent accountability is an important milestone for DAA and for all of our trade association partners who have helped support self-regulation.

  • It is important because it continues the drumbeat of DAA delivering on our industry’s ecosystem-wide promises for privacy controls.
  • It is important because it demonstrates a commitment to meaningful, independent accountability.
  • It is important because it helps preserve the promise of convenient and relevant mobile engagement between brands and consumers.
  • It is important because we’ve demonstrated time and again that nimble self-regulation is the appropriate answer for a dynamic advertising ecosystem.

As you can see, I believe this is … well, important.

The DAA Mobile Guidance will be enforced by the Council of Better Business Bureaus (CBBB) and the Direct Marketing Association (DMA), the same two independent entities that have oversight of the DAA Principles on browsers.

Importantly, the DAA Principles apply across the ecosystem – leading to a consistent expectation from consumers and the privacy experience we enable for them. The DAA’s proven self-regulatory approach provides robust information, tools and standards for consumer transparency and privacy controls, as well as independent oversight from two of the industry’s most respected organizations.

As I mentioned, users have two new tools to set their mobile privacy preferences, the AppChoices app and the DAA Consumer Choice Page for Mobile Web. If a consumer believes that a company is not respecting those choices or has concerns that a company may be violating the DAA Principles in the mobile environment, the consumer can register a complaint through the CBBB or DMA website. The CBBB or DMA will fully and independently investigate every complaint. If a complaint has merit, CBBB and DMA will work to bring the company into compliance and may take additional steps, if necessary, ranging from public disclosure of the issue to a referral to the Federal Trade Commission or other bodies for regulatory action.

It’s time for the mobile marketplace to be ready – and we have immediate education opportunities at hand, beginning next week.  Please take time to enroll and be ready – because September 1 will be upon us shortly:

·Direct Marketing Association | “Stay Ahead of the Mobile Enforcement Curve: Guidance from DMA and DAA” | Thursday, May 14 @ 2:00 pm - 3:00 pm EDT | Webinar Registration: CLOSED

The 4A’s | “AppChoices: Getting Advertisers Mobile with Consumer Privacy” | Thursday, May 21 @ 1:00 pm – 2:00 pm EDT | Webinar Registration: CLOSED

American Advertising Federation | ADMERICA! Conference | “Mobile Mo on the Go | Fostering Relevancy at the Point of Engagement” | Thursday, June 11 @ 10:15 am – 11:15 am PDT | Conference Registration: CLOSED.

Digital Advertising Alliance | “DAA Mobile Guidance Enforcement Preparation” | Tuesday, June 23 @ 2:00 pm – 3:00 pm EDT | Webinar registration: CLOSED

The mobile journey continues.

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