Disclosure Requirement For “Online Behavioral Advertising”

The Better Business Bureau has an Accountability Program that requires a business to provide notice if its website is collecting information for use in online behavioral advertising. Recently the Bureau challenged some major companies – Best Buy, Yelp, Answers Corp., Buzzfeed Inc., and Go.com – for failure to provide proper notice, in its first enforcement action since it sent out warning letters about a year ago. All the offending companies responded with enthusiastic promises to fix their sites, according to a post by Arent Fox attorneys Sarah L. Bruno, Anthony V. Lupo and Eva J. Pulliam. They advise all companies doing business over the Internet to become familiar with the program’s requirements and make sure they conform.