Formal Enforcement of the Self-Regulatory Principles for Online Behavioral Advertising Begins

The Online Interest-Based Advertising Accountability Program recently released six decisions signaling the beginning of the Accountability Program's formal enforcement of the Self-Regulatory Principles for Online Behavioral Advertising. The rules and procedures for the Accountability Program are set by the National Advertising Review Counsel. In August, the Accountability Program began testing various companies' opt-out procedures across several internet browsers. Notably, four of the six companies who were the subject of self-regulatory inquiries had opt-out requests set to expire in one year or less. The Self-Regulatory Principles require opt-outs to remain in effect for at least five years from the date a consumer exercises choice. Companies found in violation of the Self-Regulatory Principals are asked to quickly bring their programs into compliance.

TIP: The Accountability Program has pledged vigorous oversight and enforcement of the Self-Regulatory Principles. If your company uses vendors to help serve targeted ads, or your website serves targeted ads, ensure you and your vendors are in compliance with the self regulatory program offered through Your company should also consider periodic monitoring of the functionality and usability of your opt-out program across different internet browsers.