US advertisers have been urged by their industry body to take extra care with data privacy against the background of the coronavirus pandemic.
The Network Advertising Initiative (NAI), the industry’s self-regulatory association, has told members to follow the new guidance if they use data primarily collected for tailored advertising or ad delivery and reporting for non-marketing purposes. Examples are sharing with public health agencies, research institutions and law enforcement bodies.
The key recommendations are:
- Just-in-time notices at the point of collection should disclose the proposed use of the information and who the data will be shared with;
- Aggregate or de-identified data should be used for non-marketing uses whenever possible; and
- Companies should extend privacy-protective NAI code requirements to information collected for tailored advertising or ad delivery and reporting when used for non-marketing purposes. Key measures to protect privacy include data minimisation, use limitations, transfer restrictions and reasonable security.
“Ad tech companies have data that can be a powerful resource for the public good if they follow this set of best practices for consumer privacy,” said Leigh Freund, the NAI’s president and CEO.
“During the Covid-19 pandemic, we’ve seen the opportunity for substantial public health benefits from sharing aggregate and de-identified location data.”
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