The US-based Network Advertising Initiative (NAI) this week
launched an on-line service which provides consumers with the
ability to opt-out of ads from major companies including
DoubleClick and 24/7 Media to improve its self-regulatory approach
to addressing consumer's privacy concerns.
The site, networkadvertising.org, also gives information about
on-line advertising practices. Compliance with the opt-out service
will be managed by accountants Arthur Andersen, which will allow
users to make complaints about failures to comply with the NAI
Principles.
The NAI member companies - Adforce, Avenue A, DoubleClick,
Engage, L90, MatchLogic, and 24/7 Media – are together giving
consumers the choice to "opt-out" of the online preference
marketing practices by each and every NAI ad network. They worked
for over a year with the Federal Trade Commission to develop this
self-regulatory program and its privacy principles.
Internet users may find that, without knowing it, they already
have cookies in their computers from each of the seven member
companies of the NAI. The cookies are used mostly to store
information about surfing preferences. The new site lets users
check which cookies they have, delete them and replace them with a
cookie that blocks new cookies being added by these companies.
The NAI said its program is being implemented to give consumers
greater control over their privacy preferences, as well as to
ensure that the member companies of the NAI protect consumer
privacy and comply with its Self-Regulatory Principles for Online
Preference Marketing.
The program will include regular audits by independent auditors
for compliance with the NAI principles, investigations of alleged
failures, the potential for sanctions, and notice of failure to
comply with the NAI principles to the FTC.
However, critics point out that most internet users are unaware
that ad companies are already profiling them and that the
invisibility of the companies means an opt-out is insufficient.
Many privacy advocates have called for an opt-in policy which would
forbid profiling unless the internet user first agreed to it.
To check which ad networks have cookies in your computer, see
www.networkadvertising.org/optout_nonpii_verify.asp
To opt-out, see www.networkadvertising.org/optout_nonppii.asp
To complain about non-compliance, see www.andersencompliance.com
