Effective September 1, 2015 companies that collect and use data across sites or apps for interest-based advertising (IBA) will be required to comply with DAA’s Principles in the mobile environment (i.e. DAA Mobile Guidance). These principles will apply to precise location data, personal directory data and cross-app data, and build upon the effective self-regulation program led by DMA for over six decades. With the incredible growth in the mobile channel, this will affect most of us in the data-driven community.
This guidance exists for companies to comply as devices and channels evolve with technology. By entering into the mobile space, DMA is able to register consumer complaints and reflect potential mobile complaints. This creates a stronger self-regulatory system that is able to catch potential bad actors sooner.
Key to the DAA’s Mobile Guidance are the mobile choice opt-out page and the DAA’s mobile app (available on the Apple Store, Google Play, and Amazon’s Appstore). These are the consumer facing tools for the mobile guidance, providing the transparency and choice that comes with industry self-regulation.
At DMA, we both develop principles and ensure their enforcement. Key to this enforcement is a collaborative partnership with marketers that ensures they are educated and following best practices. To continue this partnership, I offer you a few points to ensure compliance with these guidelines:
Be aware and report non-compliant ads: With our enforcement being complaint-based, many of the best tips on non-compliance have come from within our industry. As your team works to come into compliance with the new guidelines, we encourage you to watch the ads you are presented on your phone or tablet to ensure they are compliant as well.
Study up and stay informed: Between July 2013 and December 2014, 85% percent of complaints received by DMA were resolved in the initial stages, through educating either consumers or marketers about the guidelines and the consumer choice available. Since releasing the DAA mobile guidance earlier this summer, DMA has conducted a webinar for members and written a number of blogs and columns to educate on the mobile guidelines. If you still have any questions or concerns, DMA is available to answer any questions.
Raise your hand and ask: Our investigative casework enhances the marketing industry and helps marketers protect and nurture the trust their customers give. To provide clarity and consistency with these guidelines, DMA is happy to answer any questions you may have. If you have any additional concerns or questions about this or any of DMA’s self-regulatory guidelines, I encourage you to email firstname.lastname@example.org and we are happy to assist you.