- From: David Wainberg <david@networkadvertising.org>
- Date: Wed, 10 Oct 2012 07:33:04 -0400
- To: choofnagle@law.berkeley.edu
- CC: public-tracking@w3.org
- Message-ID: <50755CF0.30006@networkadvertising.org>
Chris,
Are you proposing the W3C adopt the NAI's 2000 Principles as the policy
for DNT? Why are you using the 2000 Principles rather than 2008? I was
confused by your focus on the old principles in your discussion of
health data policy in your recent paper. The NAI has more recent policy
on that topic, which you did not mention. Was that intentional?
-David
On 10/10/12 5:00 AM, Chris Hoofnagle wrote:
> I think it is a wonderful idea to approach this problem based upon established mechanisms. The NAI's principles for online behavioral advertising have been in place for 12 years. That makes it 10 years more legitimate.
> Chris
> http://afs.berkeley.edu/~choofnagle/NAI_2000_self-regulatory_principles.pdf <http://afs.berkeley.edu/%7Echoofnagle/NAI_2000_self-regulatory_principles.pdf>
>
> *NETWORK****ADVERTISING****INITIATIVE*
>
> *SELF-REGULATORY****PRINCIPLES****FOR****ONLINE****PREFERENCE****MARKETING
> BY****NETWORK****ADVERTISERS*
> I.NetworkAdvertisingInitiative(“NAI”)Overview
> A.NetworkadvertiserswilladheretotheOnlinePrivacyAlliance(“OPA”)
> PrivacyPoliciesGuidelinesforpersonallyidentifiableinformation.
> B.Networkadvertiserswillnotusesensitivepersonallyidentifiabledatafor
> onlinepreferencemarketing.
> C.Networkadvertiserswillnot,withoutprioraffirmativeconsent("opt-in"),
> mergepersonallyidentifiableinformationwithinformationpreviously
> collectedasnon-personallyidentifiableinformation.
> D.Networkadvertiserswillprovideconsumerswithrobustnoticeandchoice
> regardingthemergerofpersonallyidentifiableinformationwithnon-
> personallyidentifiableinformationcollectedonagoingforwardbasisfor
> onlinepreferencemarketing.
> E.Networkadvertiserswillnotusepersonallyidentifiableinformation
> (“PII”)consistingofPIIcollectedofflinemergedwithPIIcollectedonline
> foronlinepreferencemarketingunlesstheconsumerhasbeenafforded
> robustnoticeandchoiceaboutsuchmergerbeforeitoccurs.
> F.NetworkadvertiserswillrequireWebpublisherswithwhichtheyhave
> contractualrelationshipstoprovidenoticeandchoiceregardingthe
> collectionofnon-personallyidentifiableinformationforonlinepreference
> marketing.
> II.NAI'sStatementofPurpose
>
> ThefollowingprinciplesweredevelopedbythesignatoriestothisNetwork
> AdvertisingInitiative("NAI")toguidebusinesspracticeswithrespecttoonline advertisingservicesdeliveredbyInternetnetworkadvertisers(hereinafter"network
> advertisers").NAIcompaniesrepresentthevastmajorityofbusiness-to-business,third-
> partynetworkadvertisingcompaniesthatservecommercialWebsites.Network
> advertisersfacilitateWebadvertisingthroughad serving,hostingandad
> salesserviceson
> theWeb.ForaWebsitevisitor,networkadvertisersprovideadvertisementsthatare
> morelikelytobeofinterestandeliminateduplicativeadvertising.ForaWebadvertiser,
> networkadvertisers'servicesallowadvertiserstoreachcost-effectivelytheaudiencemost
> likelytobeinterestedinaproductorservice.
>
> Networkadvertisersbelievethat,justastheyplayanimportantroleinelectronic commerceitself,theycanplayanimportantroleinincreasingconsumertrustand
> confidenceinelectroniccommerce.Tothatend,networkadvertisersarecommittedto
> educatingconsumersabouttheservicestheyprovide,enhancingconsumers'abilityto
> controltheuseofinformationgeneratedduringuseoftheInternet,andworkingwith
> theircorporatecustomersandclientstocreateanenvironmentoftrustthatfosters
> protectionforconsumers’privacyonlineandinelectroniccommerce.
>
> NAIcompaniesareamongtheleadingprovidersofsolutionsforWebnetwork
> advertisingproductsandservices,suchasbanneradvertising.Networkadvertisersin
> generalprovideavarietyofservicestoWebsites;chiefamongthemisdelivering
> advertisingthatistailoredtodemonstratedorpredictedconsumercharacteristicsor
> preferences.Thecollectionanduseofdatabynetworkadvertiserstounderstand
> consumerpreferencesisoftencalled"Profiling,"butwhichismoreaccuratelytermed
> onlinepreferencemarketing(“OPM”). OPM,asusedherein,isa processusedby
> networkadvertiserswherebydataistypicallycollectedovertimeandacrossWebpages
> todetermineorpredictconsumercharacteristicsorpreferencesforuseinad
> deliveryon
> theWeb.TheOPMprocesscanusenon-personallyidentifiableinformationora
> combinationofpersonallyidentifiableinformationandnon-personallyidentifiable
> information.
> EffectiveInternetadvertisingisfundamentaltotheaccessibilityanddynamismof
> thisrevolutionarymedium.Advertisingunderwritestherichvarietyofonlinecontent
> choicesavailabletoconsumersatnocostoratafarlowercostthanwouldotherwisebe
> possible.Bydeliveringcustomizedadvertising,networkadvertisersoffersubstantial
> benefitsfor
> consumersandtheadvertiser.Inaddition,manysmallandemergingWeb
> companiesdependonnetworkadvertiserstocompeteagainstmorewell-established companiesandtheirWebsites.EffectiveInternetadvertisingthushelpstomaintainthe
> lowbarrierstoentrythathaveplayedacrucialroleintherobustcompetitionand
> innovationthathavefueledthismedium.
> Networkadvertisersrealizethattheyhaveastronginterestininforming
> consumersoftheirbusinesspracticesbecausethenetworkadvertisers'practicesand
> servicesaregenerallynotobvioustotheconsumer.Networkadvertiserscommitto
> providingconsumersnoticeandchoiceaboutOPM.
> Networkadvertiserscommittothe
> fairinformationpracticesarticulatedbytheOnlinePrivacyAlliance("OPA")
> (www.privacyalliance.org
> <http://www.privacyalliance.org>)forpersonallyidentifiableinformationandtotheconsumer-
> friendlydatamanagementpracticesdescribedbelowfornon-personallyidentifiable
> information.Adherencetotheseprincipleswillprovideconsumerswithmeaningful
> notice,appropriateopportunitytoexercisechoice,andincreasedconfidenceinonline
> advertising.Tothisend,andasdescribedherein,networkadvertiserswill:(1)undertake
> businessandconsumeroutreach;
> (2)disclosetheirdatacollectionandusepractices;
> (3)provideconsumerswitheffectivenoticeandtheabilityeasilytoopt-outoftheuseof
> dataforOPMpurposes;and(4)declinetomergepersonallyidentifiableinformationwith
> informationpreviouslycollectedasnon-personallyidentifiableinformation,withoutthe
> consumer'sprioraffirmativeconsent("opt-in")toanysuchmerger.
>
> III.OnlinePrivacyAlliance("OPA")PrinciplesandPersonally
>
> IdentifiableInformation
> NetworkadvertisersaffirmandagreetoabidebytheGuidelinesforOnline
> PrivacyPoliciessetforthbytheOPAat:
> http://www.privacyalliance.org/resources/ppguidelines.shtml/.
> PersonallyIdentifiable
> Information(PII)isdatausedtoidentify,contactorlocateaperson,includingname,
> address,telephonenumber,orE-mailaddress.AsitrelatestoPIIspecifically,theOPA
> statesthatitsmembercompaniesmustabidebytheprinciplesofnotice,choice,access
> andsecurityasdefinedbytheOPAGuidelines.
> IV.PrinciplesforOnlinePreferenceMarketingbyNetwork Advertisers
> OPM,asusedherein,isaprocessusedbynetworkadvertiserswherebydatais
> typicallycollectedovertimeandacrossWebpagestodetermineorpredictconsumer characteristicsorpreferencesforuseinad
> deliveryontheWeb.TheOPMprocesscan
> usenon-personallyidentifiableinformationoracombinationofpersonallyidentifiable
> informationwithnon-personallyidentifiableinformation.OPMdoesnotrefertotheuse
> ofdatabynetworkadvertisersforAdDeliveryandReporting(/see///infraatp.6). OPM
> excludestheuseofdataprovidedbyaWebsiteoradvertiserdirectlytothenetwork
> advertiserandusedbythatnetworkadvertiserforInternetadvertisingsolelyonbehalfof
> suchWebsiteoradvertiser.
> A.GeneralOPMSafeguards
> 1.SensitiveData-Networkadvertisersshallneitherusepersonally
> identifiableinformationaboutsensitivemedicalorfinancialdata,
> sexualbehaviororsexualorientation,norsocialsecuritynumbers, forOPM.
> 2.CollectionfromReliableSources-Networkadvertisersshall
> makereasonableeffortstoensurethattheyareobtainingdatafor
> OPMfromreliablesources.
> 3.ProtectionofCollectedData-Networkadvertisersshallmake
> reasonableeffortstoprotectthedatatheycollectforOPMfrom
> loss,misuse,alteration,destructionorimproperaccess.
> 4.DisseminationRestrictions-Networkadvertisersshall
> contractuallyrequirethatanythirdpartiestowhichtheyprovide
> PIIdataadhereto,ataminimum,OPAGuidelines.Forthird
> partiestowhichtheyprovidenon-aggregatenon-personally
> identifiabledatatobemergedwithPIIdatapossessedbythethird
> party,networkadvertisersshallcontractuallyrequirethose
> transfereestoadheretotheseNAISelf-RegulatoryPrinciples
>
> (unlessthenon-personallyidentifiabledataistheproprietarydata
> oftheparticularthird-partypublisheroradvertiser).
>
> B.Non-PersonallyIdentifiableOPMbyNetworkAdvertisers
> 1.OPMUsingNon-PersonallyIdentifiableInformation(Non-PII):Non-PIIusedforOPMbynetworkadvertisersisnot
> linkedtoaparticularpersonandistypicallycompiledfromclick
> streaminformationasabrowsermovesamongdifferentWebsites
> (orasingleWebsite)servicedbyanetworkadvertiserorfrom
> informationprovidedtoanetworkadvertiserbythirdparties(so
> longasthatinformationisnotpersonallyidentifiabletothe networkadvertiser).
> (a)NoticeandChoicePolicy-Networkadvertisersthat
> collectoruseNon-PIIonlineforOPMshallpostclearand
> conspicuousnoticeonthenetworkadvertiser'sWebsite
> abouttheirdatacollectionandusepractices,andeachshall
> giveconsumersanopportunitytooptoutofOPMbythat
> networkadvertiser.Theopt-outmaybeaccessedata
> designatedlocationonthenetworkadvertiser'sWebsite
> (whichcanbeco-locatedwiththecompany'sprivacy
> policy)orthroughthegatewayeducationalWebsite
> designedandsupportedbyNAIcompaniesforthat purpose.
> (www.networkadvertising.org <http://www.networkadvertising.org>)
> (b)NoticebyNetworkAdvertisers-Suchnoticebythe
> networkadvertisershallinclude,withoutlimitation,clear
> descriptionsofthefollowing:
> -Profilingactivitiesundertakenbythenetwork
> advertiser;
> -whattypesofNon-PIIarecollectedbythenetwork
> advertiser;
> -howsuchNon-PIIwillbeusedbythenetwork
> advertiserincludingtransfer,ifany,ofnon-aggregate datatoathirdparty;
> -proceduresforoptingoutofsuchdatause(includinga
> descriptionofthecircumstancesthatwouldmakeit
> necessaryforaconsumertorenewtheiropt-out,suchas
> whenaconsumerchangescomputers,changes
> browsers,ordeletesrelevantcookies);and
> -theapproximatelengthoftimethatsuchNon-PIIwill
> beretainedbythenetworkadvertiser.
>
> (c)Choice-Theopportunitytoopt-outofOPMusingNon-
> PIImaybeaccessedatadesignatedlocationonthe
> networkadvertiser'sWebsite(whichcanbeco-located
> withthecompany'sprivacypolicy)orthroughthegateway
> educationalWebsitedesignedandsupportedbyNAI companiesforthatpurpose.
>
> (www.networkadvertising.org <http://www.networkadvertising.org>)
> (d)CustomerCompliance--Networkadvertisers,when
> enteringintoacontractwithpublishercustomersfor
> serviceswhichincludeOPM,shallrequirethattheir
> customers:(1)postaprivacypolicythatclearlyand
> conspicuouslydiscloses(a)thecustomer'suseofthe
> networkadvertiserservicesforOPM;(b)thetypeof
> informationthatmaybecollectedbythenetwork
> advertiser;and(c)theconsumer’sabilitytochoosenotto
> participate;and(2)provideaclearandconspicuouslinkto
> theNon-PIIOpt-OutPageoftheNAIgatewayeducational site(or,ifonlyone
> networkadvertiserservicestheWeb
> site,thecustomermayinsteadprovidealinktoascreenat
> thesiteofthenetworkadvertiserwithwhichitdoes
> businessthathasonthatscreeneithertheabilitytoopt-out
> orahyperlinktotheabilitytoopt-out). Anetwork
> advertiser“services”aWebsitewhenitcollectsNon-PIIor
> PIIdatafromthatWeb-siteforthepurposesofOPM. If
> networkadvertisersknoworhavereasontoknowthata
> publishercustomerisinbreachoftheabove-specified
> contractualrequirement,thenthenetworkadvertiserwill
> makereasonableeffortstoenforcethecontract.
> Intheabsenceofacontractualrelationship,aspartofNAI’sbusinessoutreachefforts,networkadvertisersshall
> makereasonableeffortstoensurethatpublishers:(1)posta
> privacypolicythatdiscloses(a)networkadvertiserOPM
> ontheirWebsite;(b)thetypeofinformationthatmaybe
> collectedbythenetworkadvertiser;and(c)theconsumer’s
> abilitytochoosenottoparticipate;and(2)providealinkto
> eitherthenetworkadvertiserortheNAIgateway
> educationalsite.
> AppendixAprovidesasampleofacceptablenotice
> languageforpublishercustomerstodiscloseOPMusing Non-PII.
> (Samplesareillustrativeonlyanddonotestablish
> a“one-size-fits-all”requirement.)
>
> AttheNAIgatewayeducationalsite,theconsumerswho
> choosenottoparticipatewillbeaffordedtheabilityreadily
> toopt-outatacentralWebpage. AppendixB providesa
> “screenshot”oftheproposeddesignoftheNAINon-PII Opt-OutPage.
> Thispageisbeingdesignedtoensurethat
> consumerswilleasilyfindaconcisedescriptionofthe
> privacypracticesofeachoftheNAIcompaniesandhave
> theabilityreadilytoopt-outfromtheOPMpracticesof
> eachNAIcompanyatacentralWebpage. TheNon-PII
> Opt-OutPageisbeingdesignedsothatitslengthwill
> approximatetwoconventionalscreen-lengths.
>
> (e)CompliancewithLawsandRegulations-Network advertisersshall
> complywithallapplicablelawsand
> regulationsgoverningthecollectionanduseofNon-PII.
> (f)ChangeinPolicy-Ifanetworkadvertisermaterially
> changesitsdatacollectionandusepolicy,priornoticewill
> bepostedonitsWebsite. Anysuchmaterialchangein
> policyshallapplyonlytoinformationcollectedfollowing
> thechangeinpolicy.Informationcollectedpriortothe
> materialchangeinpolicyshallcontinuetobegovernedby
> thepolicyineffectatthetimetheinformationwas
> collected,unlesstheconsumerprovidesaffirmativeconsent
> ("opt-in")tothepreviouslycollectedinformationbeing governedbythenewpolicy.
> 2.AdDeliveryandReporting
>
> (a)ApartfromOPM,someNon-PIIisusedforad deliveryand
> reportingpurposes("AdDeliveryandReporting").Ad
> DeliveryandReportingincludes:(1)providingaspecific
> advertisementbasedonaparticulartypeofbrowserortime
> ofday;(2)statisticalreportinginconnectionwiththe
> activityonaWebsite;(3)trackingthenumberofads
>
> servedonaparticulardaytoaparticularWebsite;and(4)
> othernon-OPMuses. DatausedforAdDeliveryand
> Reportingcaninclude:typeofbrowser,operatingsystem,
> domainname,dayandtimeofvisit,page(s)visitedand
> searchterm(ifany)andotherdata(notincludingtheuseof
> clickstreamdataacrossWebsitesforOPM)thatisnotused
> toidentify,contactorlocateanindividual.Websitesare
> notrequiredtodisclosethecollectionofNon-PIIforAd
> DeliveryandReportingpurposes. Tohelppromotepublic
> understandingoftheseissuesandofthedifferentcategories
> ofinformationuse,however,networkadvertisersagreeto
>
> discloseonthenetworkadvertiser'sWebsiteinaclearand
> conspicuousmannertheirAdDeliveryandReporting
> practices,includingthetypeofinformationcollectedand
> maintainedforAdDeliveryandReporting,andhowlong
> thatinformationismaintained.
>
> (b)IfaconsumerelectstooptoutofNon-PIIOPM,Non-PII
> dataregardingthatconsumer'sbrowserwillbeusedbythe
> networkadvertiseronlyforAdDeliveryandReporting purposes.
> B.MergerofNon-PIIwithPIIbyNetworkAdvertisersforOPM
> 1. Network
> advertiserswillnotmergepersonallyidentifiableinformationwithinformationpreviouslycollectedasNon-
> PII,withoutthe consumer'sprior affirmativeconsent("opt-
> in")toanysuchmerger.
> (a)NoticeandChoicePolicy*–***Thiscategoryofmergerof
> Non-PIIwithPIIbynetworkadvertisersforOPMapplies
> toanyOPMactivitythatlinks previouslycollectedNon-PII
> (asdefinedinsec.IV.A.1)topersonallyidentifiable information.
> PIIisdatausedtoidentify,contact,orlocate
> aperson,includingbutnotlimitedbyname,address,
> telephonenumber,orE-mailaddress.Networkadvertisers
> ororganizationsactingontheirbehalfwillnotmerge
> previouslycollectedNon-PIIwithPIIforOPMwithout the
> consumer’sprioraffirmativeconsent(“opt-in”) toanysuch merger.
> (b)NoticebyNetworkAdvertisers*-***Suchnoticeshall
> include,withoutlimitation,cleardescriptionsofthe following:
> -Profilingactivitiesundertakenbythenetwork
> advertiser;
> -whattypesofPIIandNon-PIIpreviouslycollectedwill
> bemergedbythenetworkadvertiser;
> -howthemergedinformationwillbeusedbythe
> networkadvertiser,includingtransfer,ifany,toathird party;
> -proceduresforoptingintosuchdatause(includinga
> descriptionofthecircumstancesthatwouldmakeit
> necessaryforaconsumertorenewtheiropt-in, suchas
> whenaconsumerchangescomputers,changes
> browsers,ordeletesrelevantcookies);and
>
> -theapproximatelengthoftimethatsuchinformation
> willberetainedbythenetworkadvertiser.
>
> (c)CustomerCompliance-WhenthePIIistobemerged
> withNon-PIIthatwaspreviouslycollected,theconsumer
> mustgiveaffirmativeconsent("opt-in")tosuchmergerat
> thetimesuchPIIiscollectedonlineor,ifcollectedoffline, firstusedonline.
> AppendixAprovidesasampleofacceptablenotice
> languageatthetimeandplacethatPIIiscollectedonline
> forpurposesofmergerwithpreviouslycollectedNon-PII.
> (Samplesareillustrativeonlyanddonotestablisha“one-
> size-fits-all”disclosurerequirement.)
> AppendixC providesasample“mock-up”ofnotice
> providedatthetimeandplaceofcollectionofPIIfor
> purposesofmergerwithpreviouslycollectedNon-PII.
> (Thissampleisillustrativeonly.)
> (d)Notwithstandingtheaboveaffirmativeconsent("opt-in")
> option,networkadvertiserswillnotmergeNon-PIIwith
> PIIifthatNon-PIIwascollectedpursuanttoaprivacy
> policythatstatedthatsuchinformationwouldneverbe mergedwithPII.
> (e)NetworkadvertiserswillcollectPIIforOPMpurposesonly
> fromthesitesofpublishercustomerswithwhichtheyhave
> contractualrelationships.Ifnetworkadvertisersknowor
> havereasontoknowthatapublishercustomerisinbreach
> oftheabove-specifiedcontractualrequirementfor
> CustomerCompliance,thenthenetworkadvertiserwill
> makereasonableeffortstoenforcethecontract.
> (f)AccesstoPII–Networkadvertisersshallprovide
> consumerswithreasonableaccesstoPIIandother
> informationthatisassociatedwithPIIretainedbythe
> networkadvertiserforOPMuses.
> 2. NetworkadvertiserswillnotmergePIIwithNon-PIIcollectedona
> goingforwardbasis(i.e.,aftertheuser
> providesPII)forOPMunlesstheconsumerhasbeen
> affordedrobustnoticeandchoiceaboutsuchmergerbefore itoccurs.
> Thispracticewillbereferredtoasthemergerof PIIwithprospectiveNon-PII.
>
> (a)RobustNoticeandChoicePolicy*–***Thiscategoryof
> mergerofNon-PIIwithPIIbynetworkadvertisersfor
> OPMappliestoanyOPMactivitythatlinkspersonally
> identifiableinformationtoNon-PII(asdefinedinsec.
> IV.A.1)collectedonaprospectivebasisonly. Network
> advertisersororganizationsactingontheirbehalfwillnot
> mergeprospectiveNon-PIIwithPIIforOPMunlessthe
> consumerhasbeenaffordedrobustnoticeandchoiceabout
> suchmergerbeforeitoccurs. Fornoticetoberobust,the
> consumermustbeaffordedclearandconspicuousnotice
> aboutthescopeoftheNon-PIIthatwouldbemade
> personallyidentifiableandhowtheNon-PIIwillbeusedas aresultofsuchmerger.
>
> (b)NetworkadvertisersalsowillnotusePIIconsistingofPII
> collectedofflinemergedwithPIIcollectedonlineforOPM
> purposesunlesstheconsumerhasbeenaffordedrobust
> noticeandchoiceaboutsuchmergerbeforeitoccurs.
> (c)NoticebyNetworkAdvertisers*-***Suchnoticeshall
> include,withoutlimitation,cleardescriptionsofthe following:
> -Profilingactivitiesundertakenbythenetwork
> advertiser;
> -whattypesofPIIandNon-PIIwillbemergedbythe
> networkadvertiser;
> -howthemergedinformationwillbeusedbythe
> networkadvertiser,includingtransfer,ifany,toathird party;
> -proceduresforoptingoutofsuchdatause(includinga
> descriptionofthecircumstancesthatwouldmakeit
> necessaryforaconsumertorenewtheiropt-out,suchas
> whenaconsumerchangescomputers,changes
> browsers,ordeletesrelevantcookies);and
> -theapproximatelengthoftimethatsuchinformation
> willberetainedbythenetworkadvertiser.
> (d)CustomerCompliance-WhenthePIIistobemerged
> withNon-PIIthatwillbecollectedonaprospectivebasis
> only,theconsumermustbeaffordedaclearand
> conspicuousopportunitytoopt-outofsuchmergeratthe
> timeandplacesuchPIIiscollectedonlineor,ifcollected
> offline,firstusedonline.Thenoticeatthetimeandplace
> ofcollectionofthePIImustdisclose(a)thatthePIIis
> sharedwithanetworkadvertiserforpurposesofOPM;(b)
> thetypeofinformationthatmaybecollectedandlinkedby
>
> thenetworkadvertiser;(c)theconsequentlossorpartial
> lossofanonymitytotheadvertisingcompanyoffuture
> Webusage;and(d)theabilityoftheconsumertochoose
> nottoparticipate.ForpurposesofmergerofPIIwith
>
> prospectiveNon-PII,thenoticeandabilitytoopt-outmust
> beprovidedaboveorbeforethebuttontosubmitthePII.
> Forthatnetworkadvertiser,theopt-outshallbeatleastfor
> thepurposedefinedinthedisclosureandshalloccureither
> attheWebpublishersite,thenetworkadvertiser’sWebsite
> orattheMergerOpt-OutPageoftheNAIgateway
> educationalsite,www.networkadvertising.org.<http://www.networkadvertising.org/>Because
> consumersmaynotknowforwhichnetworkadvertiser
> theyhaveoptedoutorwhethertheyhavedonesoforthe
> lifeofthebrowser,theconsumermayalsoopt-outofthe
> mergerofNon-PIIandPIIattheMergerOpt-OutPageof
> theNAIgatewayeducationalsite,
> www.networkadvertising.org,<http://www.networkadvertising.org/>atanysubsequentpointin
> time.OnceauserhasoptedoutattheNAIgateway
> educationalsite,theuserhasdonesoforthelifeofthe
> browseroruntiltheuserdeletestheopt-outcookie.
> AppendixAprovidesasampleofacceptablenotice
> languageatthetimeandplacethatPIIiscollectedonline
> forpurposesofmergerwithprospectiveNon-PII.
> (Samplesareillustrativeonlyanddonotestablisha“one-
> size-fits-all”disclosurerequirement.)
> AppendixB providesa“screenshot”oftheproposed
> designoftheNAIMergerOpt-OutPage. Thispageis
> beingdesignedtoensurethatconsumerswilleasilyfinda
> concisedescriptionoftheprivacypracticesofeachofthe
> NAIcompaniesthatmergePIIandNon-PIIandhavethe
> abilityreadilytoopt-outfromtheOPMmergerpracticesof
> thoseNAIcompaniesatacentralWebpage. TheMerger
> Opt-OutPageisbeingdesignedsothatitslengthwill
> approximatetwoconventionalscreen-lengths.
> AppendixD providesasample“mock-up”ofrobustnotice
> andchoiceprovidedatthetimeandplaceofcollectionof
> PIIforpurposesofmergerwithprospectiveNon-PII. The
> samplenoticeisclearandconspicuousinthecontextofthis
> particularWeb-sitemock-up. Thissampleisillustrative
> only,becausetheWebsitesonwhichsuchnoticeswill
> appearwillbeofinfinitevariety.However,forthis
> categoryofmerger,allsuchopt-outnoticesinthescreen
>
> presentedtotheusershallbesubstantiallysimilarinclarity
> andprominencetothissamplenotice.
>
> (e)AdDeliveryandReporting--Non-PIIcollectedsolely
> forpurposesofAdDeliveryandReportingfollowinga
> consumer'selectiontooptoutofthecollectionofdatafor
> OPMmaynot,underanycircumstances,becombinedwith PII.
> (f)ChangeinPolicy-Ifanetworkadvertisermaterially
> changesitsdatacollectionandusepolicy,priornoticewill
> bepostedonitsWebsite. Anysuchmaterialchangein
> policyshallapplyonlytoinformationcollectedfollowing
> thechangeinpolicy.Informationcollectedpriortothe
> materialchangeinpolicyshallcontinuetobegovernedby
> thepolicyineffectatthetimetheinformationwas
> collected,unlesstheconsumerprovidesaffirmativeconsent
> ("opt-in")tothepreviouslycollectedinformationbeing
> governedbythenewpolicy.Forthisconsenttobe
> effective,theconsumermustbeadvisedclearlyaboutthe
> scopeoftheNon-PIIthatwouldbemadepersonally
> identifiableasaresultofsuchmerger.
> (g)NetworkadvertiserswillcollectPIIforOPMpurposesonly
> fromthesitesofpublishercustomerswithwhichtheyhave
> contractualrelationships.Ifnetworkadvertisersknowor
> havereasontoknowthatapublishercustomerisinbreach
> oftheabove-specifiedcontractualrequirementfor
> CustomerCompliance,thenthenetworkadvertiserwill
> makereasonableeffortstoenforcethecontract.
> V.NAIEducationalEffortsAimedatBusinessesandConsumers
> A.BusinessOutreach-NAIcompaniesshall undertaketoeducatetheir
> businesscustomersaboutthedatacollectionanduseissuesassociated
> withInternetadvertisingandservices,theNAIPrinciplesdescribed
> herein,andthebenefitsoftheresponsibleflowofinformation.
> B.ConsumerOutreach-NAIcompaniesshall
> undertaketoeducateconsumersaboutthedata
> collectionanduseissuesassociatedwithInternet
> advertisingontheirownWebsitesandintheprivacy
> statementsoftheircustomers.Inaddition,NAIhas
> establishedaWebsite,locatedat http://www.networkadvertising.org/,inorderto
>
> facilitateconsumerawarenessandprovideaconvenient
> mechanismforconsumerstoexercisechoiceregarding
> suchdatacollectionand/oruse.
>
> VI.Compliance
>
> NAImembersshall beobligatedtoimplementthesePrincipleswithinsix(6)
> monthsoftheadoptionofthePrinciples.However,theconditionsonthemergingofPII
> andNon-PIIdatashallbeeffectiveimmediatelyuponthereleaseofthesePrinciples.
> AllfuturemembersofNAIwillbeobligatedtoimplementthesePrincipleswithinsix
> (6)monthsofjoiningNAI. However,theconditionsonPIIandthemergingofPIIand
> Non-PIIdatashallbeeffectiveimmediatelyatthetimethecompanyjoinsNAI.
> VII.Enforcement
>
> NAImembersagreetoworkwithathird-partyenforcementprogramthatcertifies
> third-partyad
> servingand/ornetworkadvertiserstoestablishathird-partyenforcement
> programthatwillgoverncompliancewiththeNAIPrinciplesforOnlinePreference
> MarketingbyNetworkAdvertisers,andtojoinsuchaprogram,withinsixmonthsofthe
> adoptionofthePrinciples.
>
> Thethird-partyenforcementprogramwillincludeelementstypicalofa“seal”
> program,including:randomauditsbythethird-partyenforcer;theabilityofconsumers
> tofilecomplaintsandthethird-partyenforcertoinvestigate;forthosenetwork
> advertisersfoundnotincompliance,anopportunitytoredresstheshortcomingsofa
> reportbythethird-partyenforcer;and,finally,ifthenetworkadvertiserremainsnotin
> complianceafterareasonableopportunitytoredress,thepossibilityofsanctions,
> includingrevocationofthesealandmakingsuchactionpubliclyavailableatsome
> designatedcentralpointaswelltotheFederalTradeCommission.
> Ifnothirdpartyenforcementprogramthatcertifiesthirdpartyad
> servingand/or
> networkadvertisersisinplacewithinsixmonthsoftheadoptionofthePrinciples,the
> NAImemberswilluseindependentauditsoftheirpracticestocertifycompliancewith
> theNAIPrinciples.Thesummaryreportofsuchauditsshallbemadepubliclyavailable
> attheNAIGatewayEducationalsite.
> VIII. AmendmentstoPrinciples
> Theseprinciplesmaybeamendedbyafour-fifthsvoteofthesignatoriestothis
> documentafterthirtydayspriorwrittennoticehasbeenprovidedtothethird-party
> enforcementprogram,theFederalTradeCommissionandtheCommerceDepartment.
>
> */NAI/**//**/Members/*
>
> *The****Network****Advertising****Initiative****includes****the****leading****Internet****Advertising*
> *Networks****as****of****July****10,****2000:*
> *24/7****Media AdForce **AdKnowledge Avenu**e****A Burst!****Media
> **DoubleClick **Engage*
> *L**90*
> *MatchLogic*
>
> *APPENDIX****A*
>
> *SAMPLE****NOTICE****LANGUAGE*
>
> *SAMPLES****ARE****ILLUSTRATIVE****ONLY****AND****DO****NOT****ESTABLISH
> A**“ONE**-SIZE-FITS-**ALL**”****STANDARD*
>
> WithinthecategoriesofNon-PIIandMergerofPIIwithNon-PII,thebusiness
> modelsemployedbyathird-partyadvertisercanvarysignificantly.Thekeyfactsthat
> mustbedisclosedtoconsumersinanappropriatenoticedisclosure,therefore,canalso
> vary.
> Asaconsequence,oneshouldexpectthatclearandfactuallyaccuratenotice
> disclosurescanbenarrowlytailoreddependingontheactualbusinessmodelemployedin
> anyspecificcase.
> Adequatenoticedisclosuresmaythereforevaryacrossadvertising
> companyandWebpublishersite.
> Solongasthenoticedisclosureisaccurate,itneednot
> beoverbroadnortrackthenoticelanguagethatmaybeappropriateinanothersetting.
> Nevertheless,inallinstances,noticemustbefactuallyaccurateandobjectivelyleadthe
> readertoknowaboutcertainkeyaspectsoftheprofilingpracticesofthethird-party
> advertiser,aswellastheconsumer’sabilitytochoosenottoparticipate.
> *Sample****Notice****Language****for****Non-PII*
> Weusethird-partyadvertisingcompaniestoserveadswhenyouvisitourWeb site.
> Thesecompaniesmayuseinformation(notincludingyourname,addressemail
> addressortelephonenumber)aboutyourvisitstothisandotherWebsitesinorderto provideadvertisementsaboutgoodsandservicesofinteresttoyou.
> Ifyouwouldlike
> moreinformationaboutthispracticeandtoknowyourchoicesaboutnothavingthis
> informationusedbythesecompanies,clickhere.
> *Sample****Notice****Language****for****Merger****of****PII****and****(Previously****Collected)
> Non-PII*
> Pleaseclickheretoallowustosharethisinformationwithourthirdparty
> advertisingcompanysoitcanmarketmoreeffectivelytoyou.Becauseouradvertising
> companymaylinkyourname,addressande-mailaddresstoyourpastWebusage,some
> ofyourpastandfutureWebactivitywillnolongerbeanonymoustothem.Tolearnmore aboutthispractice,clickhere.
>
> *Sample****Notice****Language****for****Merger****of****PII****and****(Prospective)****Non-PII*
>
> Wesharethisinformationwithourthird-partyadvertisingcompanyinorderto
> marketmoreeffectivelytoyou.
> Ouradvertisingcompanymaylinkyourname,address
> ande-mailaddresstootherinformationwhichtheycollect,suchaspastpurchase
> informationandyourfutureWebusagefromothersites.Byprovidingyourpersonal
> informationhere,someofyourfutureWebusagewillnolongerbeanonymoustoour
> advertisingcompany.Tolearnmoreaboutthispractice,clickhere.
> Tochoosenotto
> havethisinformationusedbyourthirdpartyadvertisingpartner,clickhere.
>
> *APPENDIX****B*
>
> *NAI****GATEWAY****SITE:****ABILITY****READILY****TO****OPT-OUT
> FROM****A SINGLE****WEB****LOCATION*
> *(UNDER****DESIGN)*
> *Consumer****Opt**-**Ou**t****Page*
> *Fo**r****Non**-**Personall**y****Identifiabl**e**(Anonymous)
> Onlin**e**Preferenc**e****Marketing*
> Theeightcompanieslistedbelowcollectnon-personallyidentifiable(anonymous)dataaboutyour
> browser'sWebactivitytoserveadstailoredtoyourinterests.
> Youmayoptoutofanyofthese
> companies’anonymousdatacollectionbycheckingtheboxafterreadinga
> summaryofthe company'sprivacypolicy.
> Adforceisxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> DIwouldliketooptoutofthisanonymousonlinepreferencemarketingservice.
> AvenueAisxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> DIwouldliketooptoutofthisanonymousonlinepreferencemarketingservice.
> *Burst***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
> D*I**woul**d****lik**e****t**o****op**t****ou**t****o**f****thi**s
> **anonymou**s **onlin**e **preferenc**e****marketin**g****service.*
>
> *DoubleClick***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
>
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this
> anonymous****online****preference****marketing****service.*
> *Engage***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this
> anonymous****online****preference****marketing****service.*
> *L90***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this
> anonymous****online****preference****marketing****service.*
> *MatchLogic***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this
> anonymous****online****preference****marketing****service.*
> *24/7***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this
> anonymous****online****preference****marketing****service.*
>
> *Consumer****Opt**-**Ou**t****Page*
>
> *Fo**r****Merge**r****o**f****Personall**y****Identifiabl**e****Informatio**n****and*
> *Non**-**Personall**y****Identifiabl**e**(Anonymous**)**Data
> fo**r****Onlin**e****Preferenc**e****Marketing*
> Thefollowingcompaniesmergepersonallyidentifiableinformation,suchasyourname,
> addressande-mailaddress,tootherinformationwhichtheycollect,suchaspastpurchase
> informationandyourfutureWebusagefromothersites.Youmayopt-outofthis
> practicebyanyorallofthesenetworkadvertisersbycheckingtheboxafterreadinga
> summaryoftheirprivacypolicies.
> *Company****A***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I**woul**d****lik**e****t**o****op**t****ou**t****o**f****th**e
> **merge**r****o**f****personall**y****identifiabl**e
> **informatio**n****with **anonymou**s****data.*
> *Company****B***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> DIwouldliketooptoutofthemergerofpersonallyidentifiableinformationwith
> anonymousdata.
> *Company****C***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
> DIwouldliketooptoutofthemergerofpersonallyidentifiableinformationwith
> anonymousdata.
> *Company****D***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I**woul**d****lik**e****t**o****op**t****ou**t****o**f**th**e****merge**r****o**f**personall**y****ide**ntifiabl**e****informatio**n****with
> anonymou**s****data.*
>
> *APPENDIX****C*
>
> *SAMPLE****MOCK-UP:
> ****Merger****of****PII****with****(Previously****Collected)****Non-PII*
>
> *SAMPLE****MOCK-UPS****ARE****ILLUSTRATIVE****ONLY*
>
> Astandardofreasonablenessshouldgoverntheinterpretationof“clearand
> conspicuous”placementofnoticedisclosures.Employingareasonablenessstandard
> meansthatNAIcannotestablishhard-and-fastguidelinestodeterminewhatconstitutes
> clearandconspicuousplacementofadequatenoticedisclosure,becausetheWeb
> publisherpagesonwhichnoticedisclosureswillappearareofinfinitevariety.
> Reasonablyclearandconspicuousnoticewillvarywiththecomplexityandstyleofthe
> Webpageonwhichthenoticemustappear.
> Samplemock-upsareillustrativeofonlyonemannerofhowonemightreasonablyplacesamplenoticelanguagesoastoensureclearandconspicuousnotice.NAIbelievesthatthesamplemock-upprovidedontheattachedpagefallswithinthe
> reasonablenessstandard.
> Nevertheless,noticemustbeprovidedatthetimeandplaceofcollectionofPIIforpurposesofmergerwithNon-PIIaboveorbeforethesubmitbutton.
>
> *APPENDIX****D*
>
> *SAMPLE****MOCK-UP:
> ****Merger****of****PII****with****(Prospective)****Non-PII*
>
> *SAMPLE****MOCK-UPS****ARE****ILLUSTRATIVE****ONLY*
>
> Astandardofreasonablenessshouldgoverntheinterpretationof“clearand
> conspicuous”placementofnoticedisclosures.Employingareasonablenessstandard
> meansthatNAIcannotestablishhard-and-fastguidelinestodeterminewhatconstitutes
> clearandconspicuousplacementofadequatenoticedisclosure,becausetheWeb
> publisherpagesonwhichnoticedisclosureswillappearareofinfinitevariety.
> Reasonablyclearandconspicuousnoticewillvarywiththecomplexityandstyleofthe
> Webpageonwhichthenoticemustappear.
> AppendixD providessample“mock-ups”ofrobustnoticeandchoiceprovidedat
> thetimeandplaceofcollectionofPIIforpurposesofmergerwithprospectiveNon-PII.
> ThesamplenoticeisclearandconspicuousinthecontextofthisparticularWeb-site
> mock-up.
> Thissampleisillustrativeonly;however,forthiscategoryofmerger,allsuch
> opt-outnoticesinthescreenpresentedtotheusershallbesubstantiallysimilarinclarity
> andprominencetothissamplenotice.Moreover,noticemustbeprovidedatthetimeand
> placeofcollectionofPIIforpurposesofmergerwithNon-PIIaboveorbeforethesubmit
> button.
> http://www.doubleclick.net/datagrp/notice/noticeindex.html
>
> *DEFINITIONS*
>
> *Ad****Delivery****and****Reporting***–AdDeliveryandReportingincludes:(1)providinga
> specificadvertisementbasedonaparticulartypeofbrowserortimeofday;(2)statistical
> reportinginconnectionwiththeactivityonaWebsite;(3)trackingthenumberofads
> servedonaparticulardaytoaparticularWebsite;and(4)othernon-OPMuses.
> Data
> usedforAdDeliveryandReportingcaninclude:typeofbrowser,operatingsystem,
> domainname,dayandtimeofvisit,page(s)visitedandsearchterm(ifany)andother
> data(notincludingtheuseofclickstreamdataacrossWebsitesforOPM)thatisnotused
> toidentify,contactorlocateanindividual.
> *Non-Personally****Identifiable****Information****(Non-PII)***–Non-PIIusedforOPMby
> networkadvertisersisnotlinkedtoaparticularpersonandistypicallycompiledfrom
> clickstreaminformationcompiledasabrowsermovesamongdifferentWebsites(ora singleWebsite)servicedbyaparticularnetworkadvertiserorfrominformationprovided
> bythirdparties(solongasthatinformationisnotpersonallyidentifiabletothenetwork
> advertiser).
> *Online****Preference****Marketing****(OPM)***–OPMisaprocessusedbynetworkadvertisers
> wherebydataistypicallycollectedovertimeandacrossWebpagestodetermineor
> predictconsumercharacteristicsorpreferencesforuseinad
> deliveryontheWeb.The
> OPMprocesscanusenon-personallyidentifiableinformationoracombinationof
> personallyidentifiableinformationandnon-personallyidentifiableinformation.OPM
> doesnotrefertotheuseofdatabynetworkadvertisersforAdDeliveryandReporting.
> OPMexcludestheuseofdataprovidedbyaWebsiteoradvertiserdirectlytothe
> networkadvertiserandusedbythatnetworkadvertiserforInternetadvertisingsolelyon
> behalfofsuchWebsiteoradvertiser.
> *Personally****Identifiable****Information****(PII)***–PIIisdatausedtoidentify,contactor
> locateaperson,includingname,address,telephonenumber,orE-mailaddress.
> *Services***–Anetworkadvertiser“services”aWebsitewhenitcollectsNon-PIIorPII
> datafromthatWeb-siteforthepurposesofOPM.
> *Web***--TheWebisactuallyjustoneserviceontheInternet.Itisacollectionofgraphical
> hyper-linkeddocumentsmadepubliclyavailableoncomputers(orWebservers)around
> theworld.Theinformationontheseserverscanbeviewedoraccessedwithabrowser.
>
>
Received on Wednesday, 10 October 2012 11:33:40 UTC