The Better Business Bureau has said a genetic testing company’s recent online ad campaign didn’t comply with the ad industry’s privacy code, MediaPost News reports. Company 23andMe retargeted users who had visited 23andMe’s website, according to the report, but the ads lacked the AdChoices icon, which allows users to opt out of behavioral advertising. The company as well as its ad-campaign agency and the platform used all said they expected the other to serve the icon. The failure “highlights the need for greater awareness and vigilance from all companies that comprise this diverse and interdependent ecosystem,” the Better Business Bureau said in a statement.
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