New Coalition Formed for Strong Data Privacy Protections
Five advertising Trade Organizations have come together to form a coalition to work with Congress supporting adoption of federal consumer data privacy and security legislation. The new organization is named, “Privacy for America.” (PfA) They say their mission is to create a national law that would make personal data less vulnerable to breach or misuse and set forth clear, enforceable and nationwide consumer privacy protections for the first time.
The objectives include:
- Imposing significant restrictions on data use for advertising – including banning certain types of data from being collected and used for advertising, limiting the purposes for which advertising data may be used, and allowing consumers to identify their preferences regarding what advertising they do or do not wish to receive; and
- Requiring strong data security protections to guard against data breaches.
According to the ‘PfA’ press release, they are advancing a “powerful advocacy platform representing the advertising industry with members from virtually every sector of the economy.”
The steering committee includes leaders from the 4A’s (American Association of Advertising Agencies), ANA (Association of National Advertisers), IAB (Interactive Advertising Bureau), and NAI (Network Advertising Initiative).
The PfA ‘mission’ will certainly have an effect on OOH and the efforts some OOH related technology companies are doing. OAAA has a policy on privacy and data under ‘BEST BUSINESS PRACTICES.’ See it here⇒OAAA PRINCIPLES FOR PRIVACY & DATA.
This would be a good time for the Outdoor Advertising Industry to revisit their 6 guidelines listed below and as a first step, change the word ‘should’ everywhere it appears, to ‘must‘ as OOH Today illustrates below.
Time for us to step up as well.
OAAA Guiding Principles for the OOH Industry Regarding Privacy and Use of Consumer Data
- Privacy by Design: OAAA members take privacy into account in the entire engineering process to develop products that anticipate and mitigate any privacy concerns.
- Transparency is Critical: Consumer data collection practices
shouldmust be transparent and accurately disclosed.
- Legitimate Purpose: OAAA members only collect consumer data for specific, explicit and legitimate purposes.
- Compliance with Laws: The collection and use of consumer data must comply with all applicable laws.
- Individual Control: Consumers
shouldmust have control over whether to disclose personally identifiable information.
- Protection of Personally Identifiable Information: OAAA members
shouldmust take reasonable precautions to protect personally identifiable information in their possession from loss, unauthorized access or theft.
Privacy for America Steering Committee Members
Read the release from Privacy for America below.