The National Advertising Review Council (NARC) of the Better Business Bureau has announced it will begin to enforce a set of privacy principals for online consumer targeting. MediaPost reports:
To enforce the program, the NARC intends to reach out to companies that aren’t in compliance and ask them to start following the principles. If they don’t, the organization has said it will publicly name them. Self-regulatory groups can also suspend or expel member companies that don’t comply.
Compliance principles will require sites to post icons notifying consumers about data collection and allow them to opt out of receiving targeted ads. This new announcement comes on the heels of FTC’s confirmation that it will not challenge BBB’s program (or any similar program by trade associations) under the antitrust laws.
It seems that privacy compliance, at least where it comes to goodwill, is slated to expand beyond the scope of privacy policies.
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