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Launch of the Advertising Option Icon

Posted by Michael Bloch in web marketing (Tuesday October 5, 2010 )

Some of the USA’s largest media and marketing trade associations, along with support from the Council of Better Business Bureaus, have officially launched a self-regulatory program that will give Joe Surfer more control over his data in relation to online behavioral advertising; including an “opt-out” button which will be posted on participating sites.

The button is part of a number of best practices for behavioral advertising and will look like this:


The “Advertising Option Icon” will be displayed near ads or on web pages where information is collected and used for behavioral advertising. It will act as a signal of the company/web site observing the program and by clicking on it, consumers will be able to read a disclosure statement about how the data will be used and be offered an easy-to-use opt-out option. has been launched to distribute the Advertising Option Icon and as an industry resource regarding the Self-Regulatory Principles for Online Behavioral Advertising

The initiative is led by the American Association of Advertising Agencies (4A’s), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB) who collectively represent more than 5,000 U.S. corporations

The consumer opt-out mechanism will also be available from this fall and next year, the Council of Better Business Bureaus (CBBB) along with the DMA, will be responsible for monitoring and enforcing compliance.

It’s a great idea and needed – not just from the consumer’s standpoint, but if the industry didn’t self-regulate on this topic, there were indicators that the US Government would have stepped in – and as we’ve seen time and again, government bureaucrats and the Internet often don’t mix.

Download a copy of the Self-Regulatory Principles for Online Behavioral Advertising


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