ANA Urges Members to Comply with Industry-wide Self-Regulatory Privacy Program

Distributes Toolkit to Members to Promote Implementation

The ANA (Association of National Advertisers) today strongly urged its 400 member companies to fully embrace the self-regulatory online behavioral advertising (OBA) program developed by a coalition of the nation's largest media and marketing trade associations. To facilitate compliance, the ANA distributed a comprehensive toolkit that provides members with a thorough understanding of OBA, as well as details on how to meet and implement all terms of the industry-wide effort regarding OBA activities across the Internet.  
"The industry-wide self-regulatory program is an exceptional initiative that protects consumers' privacy and gives them the ability to exercise choice and control over the data used by marketers to create online behavioral advertising," said Bob Liodice, President and CEO of the ANA.  "We strongly urge all of our members to fully comply with the privacy principles and implementation practices specified by this important program, one of the largest and most significant undertakings ever launched by the advertising community."

The ANA member toolkit includes:

  • Background on the self-regulatory program
  • A detailed definition and description of OBA
  • Guidelines for who should use the toolkit 
  • Details on how to know if an advertiser is covered by OBA
  • Instructions for implementing the Principles 
  • Costs associated with program participation

The OBA program includes specific implementation practices in support of the Self-Regulatory Principles for Online Behavioral Advertising, which the industry released in July 2009. Together, the Principles and practices represent the industry's response to the Federal Trade Commission's call for more robust and effective self-regulation of online behavioral advertising practices that would foster transparency, knowledge and choice for consumers.

The effort behind the self-regulatory program was led by a coalition of the nation's largest media and marketing trade associations, including the ANA, 4As, the American Advertising Federation (AAF), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB), and supported by the Council of Better Business Bureaus (CBBB).

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About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

Press Contacts:

Luna Newton
CooperKatz & Co. for the ANA

Shoshana Hochdorf
CooperKatz & Co. for the ANA