Coming Soon: Self-Regulatory Industry Privacy Rules

The privacy and transparency rules developed by the Digital Advertising Alliance (DAA) go into effect on September 1. They will apply to “app developers, analytics companies, advertising networks, app platform providers, and providers of devices and related services,” explains a client alert from Wilson Sonsini. The rules require covered businesses to provide clear notice of their data collection practices and how they will use the data, along with options for putting some limits on it. Consumers will be able to make complaints to the Online Interest-Based Advertising Accountability Program, operated by the Council of Better Business Bureaus. Businesses that don’t comply “risk referral to the Federal Trade Commission for possible enforcement action,” the authors write.