{"id":1075,"date":"2009-09-02T11:45:41","date_gmt":"2009-09-02T15:45:41","guid":{"rendered":"http:\/\/legalbytes.ignite.lexblog.com\/2009\/09\/self-regulatory-online-behavioral-advertising-principle-no-4-data-security\/"},"modified":"2022-04-28T20:32:24","modified_gmt":"2022-04-28T20:32:24","slug":"self-regulatory-online-behavioral-advertising-principle-no-4-data-security","status":"publish","type":"post","link":"https:\/\/legalbytes.com\/2009\/09\/02\/self-regulatory-online-behavioral-advertising-principle-no-4-data-security\/","title":{"rendered":"Self-Regulatory Online Behavioral Advertising Principle No. 4: Data Security"},"content":{"rendered":"<p>The <a href=\"https:\/\/www.aaaa.org\/\">Association of Advertising Agencies<\/a>, the <a href=\"http:\/\/www.ana.net\/\">Association of National Advertisers<\/a>, the <a href=\"http:\/\/thedma.org\/\">Direct Marketing Association<\/a>, and the <a href=\"http:\/\/www.iab.net\/\">Interactive Advertising Bureau<\/a>, in concert with the <a href=\"http:\/\/www.bbb.org\/\">Council of Better Business Bureaus<\/a>, recently released its <a href=\"https:\/\/www.legalbytes.com\/2009\/07\/articles\/privacy-publicity\/advertising-industry-collaboration-releases-self-regulatory-online-behavioral-advertising-principles\/\">Self-Regulatory Online Behavioral Advertising Principles<\/a>.\u00a0When we announced these principles, we also promised to provide you with a bit more detail regarding each of these principles, which are listed below; so here is a brief summary of the fourth \u2013 Data Security. For reference, the seven enumerated principles are:<\/p>\n<ul>\n<li><a title=\"Self-Regulatory Online Behavioral Advertising Principle No. 1: Education\" href=\"http:\/\/www.legalbytes.com\/2009\/08\/articles\/advertising\/self-regulatory-online-behavioral-advertising-principle-no-1-education\/\"><i>Education<\/i><\/a><\/li>\n<li><a title=\"Self-Regulatory Online Behavioral Advertising Principle No. 2: Transparency\" href=\"http:\/\/www.legalbytes.com\/2009\/08\/articles\/advertising\/self-regulatory-online-behavioral-advertising-principle-no-2-transparency\/\"><i>Transparency<\/i><\/a><\/li>\n<li><a title=\"Self-Regulatory Online Behavioral Advertising Principle No. 3: Consumer Control\" href=\"http:\/\/www.legalbytes.com\/2009\/08\/articles\/advertising\/self-regulatory-online-behavioral-advertising-principle-no-3-consumer-control\/\"><i>Consumer Control<\/i><\/a><\/li>\n<li><b><i>Data Security <\/i><\/b><\/li>\n<li><i>Material Changes <\/i><\/li>\n<li><i>Sensitive Data<\/i><\/li>\n<li><i>Accountability<\/i><\/li>\n<\/ul>\n<p>The <b>Data Security<\/b> principle requires entities to provide reasonable security for, and limited retention of, data collected and used for online behavioral advertising purposes.\u00a0Consistent with the FTC standard, entities must maintain appropriate physical, electronic and administrative safeguards based upon the sensitivity of the data.\u00a0Further, data collected and used may not be retained any longer than necessary to fulfill a legitimate business need (e.g., testing and auditing) or as required by law.\u00a0In addition, the principle sets forth the steps that service providers (e.g., entities that provide Internet service, toolbars, web browsers or comparable desktop applications) must take in connection with data collection and use, including alteration, anonymization or randomization (e.g., hashing) of personally identifiable information; enhanced notice and disclosure at the time the data is collected; and the protection of the non-identifiable nature of data shared with non-affiliates.\u00a0Under the <b>Data Security<\/b> principle, service providers will be held accountable for compliance with these principles in connection with their collection and use of data for online behavioral advertising purposes.\u00a0Thanks to Stacy Marcus for her analysis.<\/p>\n<p>We can now also report to you that yesterday a coalition of 10 consumer and privacy advocacy groups (i.e., <a href=\"http:\/\/www.democraticmedia.org\/\">Center for Digital Democracy<\/a>,\u00a0<a href=\"http:\/\/www.consumerfed.org\">Consumer Federation of America<\/a>, <a href=\"http:\/\/www.consumersunion.org\">Consumers Union<\/a>,\u00a0<a href=\"http:\/\/www.consumerwatchdog.org\">Consumer Watchdog<\/a>,\u00a0<a href=\"http:\/\/www.eff.org\">Electronic Frontier Foundation<\/a>,\u00a0<a href=\"http:\/\/www.privacylives.com\/\">Privacy Lives<\/a>,\u00a0<a href=\"http:\/\/www.privacyrights.org\/\">Privacy Rights Clearinghouse<\/a>,\u00a0<a href=\"http:\/\/www.privacytimes.com\/\">Privacy Times,<\/a>\u00a0<a href=\"http:\/\/www.uspirg.org\/\">U.S. Public Interest Research Group<\/a>,\u00a0and <a href=\"http:\/\/www.worldprivacyforum.org\/\">The World Privacy Forum<\/a>,\u00a0has released a draft of their own principles, in the form of a Legislative Primer, entitled <span style=\"text-decoration: underline\"><a href=\"http:\/\/www.uspirg.org\/sites\/pirg\/files\/reports\/OnlinePrivacyLEGPRIMERSEPT09.pdf\">Online Behavioral Tracking and Targeting Concerns and Solutions<\/a><\/span>.\u00a0<b>Legal Bytes <\/b>will have a more detailed report for you on this new development in the next day or two, and in the meantime \u2013 or any time \u2013 feel free to contact <a href=\"http:\/\/rimonlaw.com\/our_people.cfm?cit_id=863&amp;widCall1=customWidgets.content_view_1\">me<\/a>, <a href=\"http:\/\/rimonlaw.com\/our_people.cfm?cit_id=16814&amp;widCall1=customWidgets.content_view_1\">Stacy Marcus<\/a>, or any of the Rimon attorneys with whom you regularly work.<span id=\"1251914196258E\">\u00a0<\/span><span id=\"1251914197316E\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association, and the Interactive Advertising Bureau, in concert with the Council of Better Business Bureaus, recently released its Self-Regulatory Online Behavioral Advertising Principles.\u00a0When we announced these principles, we also promised to provide you with a bit more detail regarding each of these&#8230;<\/p>\n","protected":false},"author":168,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2,27,48,1],"tags":[63,79,155,297,384,437,447],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - 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