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IAB Requires Members To Comply

BEHAVIORAL TARGETING—U.S.

February 28, 2011

In the midst of looming online tracking legislation, the Interactive Advertising Bureau (IAB) has voted to require all its members to sign a new code of conduct that includes compliance with the industry's self-regulatory principles, reports MediaPost. The IAB is giving members up to six months to follow the principles, which state that companies must provide clear notice of cookie-based behavioral advertising in at least two places and must obtain user consent--though it may be on an opt-out basis--in order to track. Companies that fail to comply face a six-month suspension and possible FTC sanctions, the report states.
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