Month: July, 2013

Digital Advertising Alliance Releases Mobile Guidance

The Digital Advertising Alliance (DAA) has released new a new Mobile Guidance for applying its Self-Regulatory Principles currently enforced on the web to mobile environments, in order to provide consumers with easily accessed privacy controls in this increasingly used medium. The DAA administers the AdChoices icon and the self-regulatory program for online behavioral advertising. AAF is a participating association of the DAA and sits on its board of directors.

The DAA Mobile Guidance advises advertisers, agencies, media, and technology companies how to provide consumers the ability to see and exercise control over the use of cross-app, personal directory, and precise location data in mobile apps. This enforceable guidance reflects the reality that companies and brands engage with their customers on a variety of platforms, including mobile, and explains how the DAA’s program applies consistently across channels to certain data practices that may occur on mobile or other devices. A key provided benefit is enhanced consumer transparency for the collection of data across different mobile apps.

The guidance builds on the 2010 Self-Regulatory Principles for Online Behavioral Advertising and its 2012 Principles for Multi-site Data, which are the basis for the digital ad industry’s successful Advertising Option Icon initiative. This self-regulatory program – the largest and most comprehensive in the interactive advertising industry – is responsible for the ubiquitous Advertising Option Icon that is served on trillions of advertising impressions a year, signaling to consumers that various forms of online data are being collected and used to deliver them advertising tailored to their interests, and offering them a centralized system to opt out of the use of that data.

The DAA consumer notice and choice program has been praised by the Obama Administration, the Commerce Department and the Federal Trade Commission. The DAA’s mobile guidance released today aims to offer businesses policies and consumers assurances that the same notice and control consumers have in desktop Internet advertising environments will apply in the more complex, evolving world of the mobile Internet.

“The advertising industry has long had the gold standard for industry self-regulation,” said AAF President James Edmund Datri. “This move into the mobile environment demonstrates our commitment, once again, to consumer trust and protection. Technologies and communications methods may change, but our promise to treat our customers in a fair and ethical way never will.”

AAF Alert – Tax Reform

AAF Club Leaders,
As you probably know, Congress may be taking up major tax reform later this year. Senate Finance Committee Chair Max Baucus, D-Mont., and House Ways and Means Chair Dave Camp, R-Mich., have said they plan to start reform from a “blank slate” and that all deductions, preferences and expenditures must be justified to be maintained.

Chairman Baucus and ranking Republican Orrin Hatch, R-Utah, have written a letter to members of the Senate asking for input on which deduction, preferences and expenditures meet the test of growing the economy, making the tax code fairer, and/or effectively promoting important policy objectives and should be maintained.

We believe that the business tax deduction for advertising expenses easily meets this test. It is important that Senators Baucus and Hatch hear from other Senators urging them to maintain the full advertising deduction.

Please contact each of your Senators on behalf of your advertising club as soon as possible and ask that he/she send this letter explaining the importance of maintaining the full advertising tax deduction to Senators Baucus and Hatch.

Please let me know if you receive any response to the request. Do not hesitate to contact me if you have any questions.
Clark Rector
Executive Vice President-Government Affairs
American Advertising Federation
Follow me on Twitter @ClarkRector1
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An Overview of the 2013 NSAC Competition

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