The Secure Times

An online forum of the ABA Section of Antitrust Law's Privacy and Information Security Committee

DMA Adopts Behavioral Targeting Guidelines

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The Direct Marketing Association (DMA) announced additions to its Guidelines for Ethical Business Practices that address online behavioral advertising (OBA) and mobile marketing.   

The new OBA guidelines are designed to follow the previously-released seven Self-Regulatory Principles adopted by DMA; the Association of National Advertisers; the American Association of Advertising Agencies; the Interactive Advertising Bureau; and the Council of Better Business Bureaus.   

Among the new OBA rules is a requirement that when information is collected from or used on a website for online behavioral advertising purposes, visitors should be provided with notice (easy to find, read, and understand) about the third party’s policies for online behavioral advertising.  The rules also describe methods that third parties should use to provide notice about OBA. 

The mobile marketing sections are described as an expansion of DMA’s existing guidelines for wireless communications and require, among other things, prior express consent for mobile marketing.  

A press release announcing and linking to the guidelines is available at:


Author: ABA Antitrust

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