The document summarizes the IAB's new member code of conduct for online behavioral advertising. It establishes principles for education, transparency, consumer control, data security, and accountability. The code requires IAB members to comply by August 29, 2011. It also describes an advertising option icon to indicate adherence to the principles and link consumers to disclosure statements and opt-out mechanisms. The IAB has launched educational resources and an industry website for companies to register and participate in the self-regulatory program.

1. Compliance with IAB's New Member Code of ConductJuly 27, 2011Alison Pepper, Senior Director of Public Policy, IABMichael Signorelli, Venable LLP

2. IAB Code of ConductIncorporates the Self-Regulatory Principles for Online Behavioral Advertising

3. Approved by the IAB Board of Directors on February 27th, 2011 at the Annual Leadership Meeting in Palm Springs, CA

4. Requires all IAB Members to be in compliance with the Code by August 29th, 2011

5. Code can be found at www.iab.net/public_policyPrivacy Concerns with Online Behavioral AdvertisingConsumers may be:unaware of data collection from web viewing activities for behavioral advertising purpose;unaware that third parties are collecting information from the web sites that they visit; andconcerned with the lack of an ability to choose not to have information tracked about their online behavior used for advertising purposesLack of CoverageVoid of meaningful accountability.

6. Self-Regulatory PrinciplesEducationTransparencyConsumer ControlData SecurityMaterial Changes to Existing OBA Policies and PracticesSensitive DataAccountability

7. Advertising Option Icon The “Advertising Option Icon” and accompanying language appears in or near online advertisements or on Web pages where data is collected and used for behavioral advertising. The Icon indicates adherence to the Principles.By clicking on the Icon, consumers can link to:a clear disclosure statement

8. an easy-to-use opt-out mechanism Provide a link distinct from the link to your privacy policy

9. Link should go directly to the relevant section of the statement where the disclosure is located.

10. Link to a disclosure that either

11. links directly to www.aboutads.info or

12. lists the Third Parties engaging in OBA activities at your site, including links to their own disclosuresp 6Publisher Notice

13. Publisher Notice

14. In Ad Notice

15. Launched Industry WebsiteRegister to use Advertising Option IconRegister to Participate in choice mechanismReview consumer & business educational materials

16. Launched Consumer Control MechanismThe Consumer Opt-Out Page www.AboutAds.info gives consumers the ability to conveniently opt-out of some or all participating companies’ online behavioral ads, if they choose