Digital Advertising Alliance takes new steps to implement Self-Regulatory Principles in the Mobile Environment

The Digital Advertising Alliance (“DAA”) recently unveiled plans for two new mobile applications that will allow consumers to “opt out” of behavioral advertising on mobile devices, such as smartphones and tablets. One program will govern opting out within mobile applications, and the other will govern mobile web browsers. The development comes just over a year after the DAA released its Application of Self-Regulatory Principles to the Mobile Environment (the “Mobile Principles”), which provide guidance on how the DAA’s previously issued Self-Regulatory Principles for Online Behavioral Advertising (the “OBA Principles”) apply to mobile applications and web browsers.

The OBA Principles recommend providing online consumers with a DAA-endorsed web tool which allows them to opt out of behavioral data collection by modifying their “cookie settings.” By opting out, consumers no longer see advertising targeted to their interests (as determined by their tracked online activity), but rather see generic advertising. The new applications, which will be available for free consumer download later in 2014, provide an analog to the existing online tool in the mobile environment in accordance with the principles set forth in the Mobile Guidelines. While we have yet to see how functional, effective, user-friendly (and popular) such applications will be, they demonstrate a major step towards implementing more concrete methods of self-regulation in the mobile and digital arena.

By Richard Eisert, Technology, Digital Media & Privacy Partner and Paavana Kumar, Advertising, Marketing & Promotions Associate at Davis & Gilbert LLP

Davis & Gilbert was proud to sponsor the AdThink program, “The Best & Brightest in Ad/Tech” presented by The Advertising Club of New York and Advertising Redbooks held in New York City on July 22, 2014.