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ARTICLE · 22 AUGUST 2011

FTC OKs Self-Regulation Program For Online Behavioral Advertising

Reed Smith
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On August 15, the Federal Trade Commission's Bureau of Competition issued an advisory opinion letter stating that it has "no present intention to challenge" the Council of Better Business Bureaus' (CBBB) proposed accountability program, which was expected by most in the industry.

United StatesMedia, Telecoms, IT, Entertainment
Christopher Cwalina
Christopher Cwalina
Frederick Lah
Frederick Lah
Amy Mushahwar
Amy Mushahwar
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On August 15, the Federal Trade Commission's Bureau of Competition issued an advisory opinion letter stating that it has "no present intention to challenge" the Council of Better Business Bureaus' (CBBB) proposed accountability program, which was expected by most in the industry. The accountability program was formed to hold companies engaged in online behavioral advertising accountable for compliance with the Self-Regulatory Principles for Online Behavioral Advertising ("Principles"), which were released by the FTC in July 2009. In 2009, Reed Smith issued an Alert explaining the principles that is available here.

Likewise in 2010, the Principles were further supplemented through voluntary industry efforts of the Digital Advertising Alliance (an alliance of trade associations consisting of the American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers, Better Business Bureau, Direct Marketing Association,

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