Group Issues Privacy Guidelines for Net Marketers

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The Internet Advertising Bureau this week said it has developed voluntary guidelines for Web sites and advertisers.


The IAB, which represents about 300 companies active in Internet advertising and marketing, said the guidelines are intended to enable member organizations to set individual privacy policies and minimum acceptable standards to protect the privacy of users.


Members of the IAB will be required to establish, post and conform to a privacy policy designed to protect the information that can be associated with an individual's personal identifiable information in an online or electronic advertising environment.


"In effect, we have established a baseline for IAB member companies to ensure the protection of individuals' privacy," said Rich LeFurgy, chairman of the IAB, New York.


Specific member policies can be customized and enhanced as appropriate for each site's particular needs. In order to conform to IAB standards, however, individual members' privacy initiatives will address the following elements:


• adoption and implementation of a privacy policy;


• notice and disclosure;


• choice and consent;


• data quality and access;


• limited use;


• data security;


• and transborder data flows.


The full text of the IAB Privacy Guidelines can be found at www.iab.net.

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