Digital Advertising Alliance Announces Mobile Privacy Enforcement to Begin September 1, 2015

Council of Better Business Bureaus and Direct Marketing Association Will Lead Independent Accountability Program for DAA’s Mobile Guidance

NEW YORK, NY – May 7, 2015 – The Digital Advertising Alliance (DAA) today announced that enforcement of its Principles in the mobile environment (DAA Mobile Guidance) will begin on September 1, 2015, including new guidance specific to mobile, such as cross-app data, precise location data and personal directory data. The Council of Better Business Bureaus (CBBB) and the Direct Marketing Association (DMA) will extend their ongoing independent oversight of the DAA Principles on browsers to the mobile space.

As a result, companies that collect and use data across sites or apps for interest-based advertising (IBA) will be required to demonstrate compliance with the DAA Principles as they relate to mobile activity starting on September 1.

The DAA was created to implement cross-industry, independently enforced self-regulation of online interest-based advertising (IBA) and data collection across digital platforms. The DAA Principles provide consumers with enhanced notice and choice about such data collection and use. The DAA Principles cover all companies engaged in IBA and multi-site, multi-app data collection activity for permissible use. Compliance efforts for the Mobile Guidance will involve all of the sectors of the mobile IBA ecosystem including carriers, apps, ad networks, brands, agencies and publishers.

“This marks an important milestone in expanding our ability to provide a consistent consumer experience through independent accountability of our technology-neutral, privacy-friendly Principles to devices and platforms on-the-go consumers increasingly use,” said DAA Executive Director Lou Mastria. “By extending our accountability program into the mobile application space and creating new web- and app-based tools, we have created a robust and enforceable industry-wide regime that covers existing and emerging technologies in the evolving multi-screen world. The Mobile Guidance also includes requirements specific to precise location data and personal directory data as well as newly enforceable transparency and control obligations. This important step will help build trust for brands, publishers and their advertising ecosystem partners as they responsibly engage with consumers.”

This past February, the DAA launched two new mobile tools for consumers: AppChoices and the DAA Consumer Choice Page for Mobile Web. Both tools are based on the same principles underlying the DAA’s existing Consumer Choice Page for Web browsers. AppChoices is a free downloadable app that allows users to set their preferences for data collection and use across apps for interest-based advertising and other applicable uses. The DAA Consumer Choice Page for Mobile Web is an updated, mobile-optimized version of the desktop Consumer Choice Page already used by millions of consumers that offers web-based choices for mobile sites.

“We are delighted to continue our successful partnership with the DAA to provide independent oversight and compliance of these landmark self-regulatory principles,” said Mary E. Power, President & CEO of the Council of Better Business Bureaus. “As consumers increasingly rely on their mobile devices for information, purchases, and entertainment, it is crucial that they have confidence that companies will provide them with the same level of transparency and choice in the mobile space that they enjoy on their desktops. For over 100 years, BBB has been advancing trust in the marketplace. For the 21st century mobile marketplace to grow and prosper, it must be a trusted space for consumers and businesses. The DAA Principles are an important component of ethical digital marketing. We commend the advertising industry for its voluntary commitment to accountability for compliance with the high standards it has established.”

"As consumers engage with brands across multiple platforms and channels, marketers have embraced an integrated, omnichannel, and data-driven marketing plan," said Thomas J. Benton, CEO of the Direct Marketing Association. "For over 60 years, DMA has been proud to set the standards for responsible marketing across all channels, including mobile, and to ensure that all marketers provide consumers with the proper notice and choice. Today’s announcement is a leap forward for meaningful consumer choice. We look forward to continued partnership with the DAA in ensuring that self- regulation remains a viable tool in protecting consumers from potential bad actors and fostering innovation – across the mobile environment and beyond."

“The incredible explosion of free apps and services we’ve seen in the mobile space has been driven in large part by interest-based advertising,” said Stu Ingis, DAA General Counsel. “The DAA Principles encourage innovation while assuring consumers that they have controls and safeguards over their privacy. By launching enforcement of the DAA Principles in the mobile space, we are helping ensure that consumer trust can grow and thrive through independent enforcement of those standards.”

Beginning on September 1, the CBBB and DMA will begin to enforce compliance with the DAA Mobile Guidance for all companies engaged in data collection and use covered by the DAA Principles. Companies with questions regarding their compliance obligations and the enforcement process can contact the CBBB at or the DMA at

In addition to internal review processes, the CBBB and DMA also offer a compliance mechanism through which consumers, businesses, or other stakeholders can report practices that may violate the Mobile Guidance or Self-Regulatory Principles. If a company is found in violation, the CBBB and DMA work with the company to help bring it into compliance with the DAA Principles.

Depending on the issue, the CBBB and DMA may also take additional actions, from publicly explaining the nature of the compliance issue and its resolution or referring the company to the Federal Trade Commission or other regulatory authority for further action. To date, 43 compliance actions have been publicly announced by the DAA Accountability Programs.

About The DAA Self-Regulatory Program

The DAA Self-Regulatory Program ( and was launched in 2010 by the Digital Advertising Alliance (DAA), a consortium of the nation's largest media and marketing associations including the 4A’s [American Association of Advertising Agencies], the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI), with the advice of the Council of Better Business Bureaus (CBBB). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice for online data.

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