DAA Enforcement of OBA Notice and Opt-Out Principles for Mobile Starts Septmeber 1

August 20, 2015

By: Elizabeth A. Corradino and Blaze D. Waleski

Moses & Singer Alert

 

DAA Enforcement of OBA Notice and Opt-Out Principles for Mobile Starts September 1

 

Starting September 1, 2015, the Digital Advertising Alliance (DAA) will enforce its Self-Regulatory Principles to the Mobile Environment. Among other things, the Principles require companies that collect data for, or place ads using, online behavioral advertising (OBA, also known as interest-based advertising ("IBA")), to provide end users notice of their OBA practices and choice (e.g., the ability to opt-out). This may be accomplished, in part, by subscribing to the DAA's AdChoices program (and using the AdChoices icon in mobile ads).

Enforcement will be coordinated among the DAA, the Council of Better Business Bureaus (CBBB) and the Direct Marketing Association (DMA), and potentially affects all businesses acting in the mobile ecosystem, including app developers, analytics companies, ad networks, ad exchanges, advertisers, agencies, publishers, app platform providers, and other providers of devices and related services (regardless of affiliation with, or membership in, the DAA).

For questions regarding the DAA's initiative, or compliance, please contact Liz Corradino at ECorradino@MosesSinger.com or (212) 554-7892, or Blaze Waleski at BWaleski@MosesSinger.com or (212) 554-7843.