NAI releases set of privacy-protection guidelines

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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